Swimsuits For All, a leading inclusive swimwear brand for sizes 4t to 44, will launch its annual advertising campaign for women, titled “All For You”.
The campaign features a diverse group of real women, including Katie Sturino, entrepreneur, author and body acceptance advocate; Swimsuits For All Merchandising Director Aisha Jackson; award-winning filmmaker, podcaster and journalist Amy Chan; producer and social justice advocate Elisa Taub; aspiring plus-size model Fatima Karalova; Lauren Thomas, invisible disease advocate, storyteller and brand strategist, and Sue Fearless, founder of Fearless Women, mindset coach and educator.
Sturino, who is the founder of Megababe Beauty, said she discovered Swimsuits For All when she started her blog (“The 12ish Style”) in 2015 and has been wearing them ever since. “I’ve worn all of their collab pieces and for a long time thought they were the only cool, well-fitting swimwear on the whole market,” Sturino said.
She said the campaign isn’t just about swimwear, “it goes much deeper than that.” She said they launched a large casting call on social media and gave women who don’t necessarily have the opportunity to participate in a swimsuit campaign due to their age or size, a chance to stand out. have their picture taken and inspire other women. There were 200 submissions in total.
“For this campaign, I was looking for a group of women who were all at different stages of life and on their journey to self-acceptance,” Sturino said. “I’ve been a long time customer of Swimsuits For All and it’s a brand whose actions have always spoken louder than their words. I was thrilled when they approached me, not only because I’m honored to being the face of this brand, but because they entrusted me with driving such a powerful experience.
Sturino raised awareness of size inclusion and empowered women of all sizes to find their confidence and celebrate their style through her personal platform.
In the campaign, the six women share the story of their journey to self-love and acceptance. “All For You” uncovers the distorted views women have of their bodies in relation to swimwear and aims to give people around the world not only love for their bodies, but also the knowledge that they are not not alone and that true beauty comes from within.
“Swimsuits For All has long been recognized as a pioneer in fit, design and sizing inclusiveness, but this campaign truly embodies Swimsuits For All’s mission in its entirety. We have done open casting in the past , but this experience was unlike anything we’ve done before. Being able to showcase our new 2023 collection alongside longtime brand ambassador Katie Sturino is a testament to our mission to provide beautiful swimwear to all women. To be part of this experience was truly unique and uplifting, and I know this campaign will make women feel better about themselves,” said Brand Leader Bryan Bance.
Last October, Swimsuits For All and Sturino held a national social media casting call, asking women of all ages, ethnicities and body shapes to submit a video describing their relationship with swimwear. Casting ended with the selection of six women to appear alongside Sturino in the 2023 campaign.
Their journey began with a group fitting in New York, where Sturino and the Swimsuits For All team worked together to find the perfect fit.
She said the women chose one-pieces with cutouts, two-pieces and mesh. Sturino said her favorite piece was a cup-sized mesh underwired one-piece swimsuit.
After the group fitting, the women reunited in the Bahamas in January, where the campaign was shot by photographer and director Ben Watts at Harbor Island. It breaks Thursday with an integrated national multimedia campaign. The full video campaign will appear on the Swimwear For All homepage on Thursday, when the full collection launches.
The 2023 collection features bright and bold tropical colors, crochet, texture and shine, and terry fabrics. Silhouettes include cover-up bikinis, one-piece swimsuits, and matching bikinis and tankinis. Retail prices range from $40 to $148.
Swimsuits For All is part of Full Beauty Brands, which caters to plus size women and men. It also includes Woman Within, Jessica London, Roaman’s, Active For All and Shoes For All.