A Swimwear Ad With No Photoshop

SwimsuitsForAll released its new “Beach Body. Not Sorry.” campaign this week, which features model Denise Bidot in the reportedly un-retouched video and photos. That’s right, no photoshop to “fix” stretch marks and cellulite.

In the video, Denise Bidot calls for curvy women to stop apologizing for “who they are” and love their bodies.

“I love everything about my body,” she says. “Every bit of it … the cellulite, the stretch marks, everything that I thought at one point was an imperfection, I now realize is everything that makes me unique … curvy women shouldn’t apologize for anything. They should wear a swimsuit that makes them feel comfortable. It’s all about the confidence.”

“I agreed to be part of this campaign because it’s about sharing your story with others and opening up the conversation about beauty,” Bidot told BuzzFeed Life. “For so long people have believed that beauty was something you could put in a box, but we are finally breaking away from that.”

Bidot is excited to see beauty standards evolving not only in terms of size, but also in age and ethnicity.

“It’s all about acceptance and knowing that we are not all meant to look the same and that we were made exactly as we should be,” she said.

“I would love this video to show that there is no wrong way to be a woman. I love the message of confidence it sends by releasing the images unretouched.“

Denise also spoke about how she learnt to love her curves. ‘I think everyone has felt uncomfortable in a swimsuit in public at some point in their life,’ she said.

‘But it’s all about acceptance and knowing that we are not all meant to look the same and that we were made exactly as we should be. Our individuality is what makes us, us.’

“We believe that life’s best moments happen in a swimsuit,” said Moshe Laniado, CEO and president of SwimsuitsForAll, in a statement.. “We want women to let go of their anxieties and step out unapologetically this summer.”

Beach body. Not sorry.