Target ditches Photoshop, embraces stretch marks for new swimwear campaign

Unretouched humans will be shopping for swimsuits this spring, so it makes sense that unretouched models would star in a swimwear campaign, right?

In a shoot for its new swim line, Target takes that logical stance. The photos, which debuted Thursday in a press release, are being lauded for featuring a wide range of ethnicities and body types and for ditching Photoshop entirely.

Denise Bidot, a model and activist.

Image: Target

Also striking: the range of swimwear available. Plus-size offerings aren’t just limited to one-pieces with thick straps; instead, intricate criss-cross detailing, bright colors, prints and cutouts are the name of the game.

It’s a great move for Target, which has steadily been making its swimwear offerings more inclusive over the past several years. (In 2015, the retailer launched a campaign called “Target Loves Every Body,” which aimed to “bring the fun” back to swimsuit shopping for women of all sizes.) This is partially because it’s a sound business decision when Aerie stopped Photoshopping its ads, for example, sales spiked 20 percent.

It’s almost as if people … want to buy swimsuits designed for them?

Kamie Crawford, a model and TV host.

Image: Target

Keep taking notes, other brands.

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