This article exists as part of the online archive for HuffPost Australia, which closed in 2021.

This Swimwear Line Celebrates Real Women With A No-Photoshop Social Media Campaign

Since the dawn of time (alright, the invention of swimwear), most brands have used pictures of women with Amazonian bodies to sell the dream of beach bodies. So no wonder most of us feel paranoid wearing a two-piece if we feel we look anything less than perfect.

Thankfully, that is changing, especially with brands like American Eagle’s intimates brand Aerie, who are yet again promoting body positivity with the launch of their latest swimwear line, Happy Swim.

The brand is asking real women to take part in their Love The Swim You’re In campaign for a second year in a row.

Shunning the use of Photoshop, women are taking to Instagram to share a snap of themselves wearing a piece from the range with the hashtag #AerieREAL.

And it gets better.

Every photo tagged with the hashtag earns a $1 (80p) donation to National Eating Disorders Association.

By now brands know that one size does not fit all. With our lumps and bumps, us ladies come in all different shapes and sizes. By highlighting unrealistic advertising images, the status quo can change.

So many incredible women have already shared their swimwear snaps on Instagram, and we’re loving this celebration of the female form:


A post shared by Marla Figueroa🌺 (@danira) on

Check out this lil @aerie babe! . . . #hair #makeup #aeriereal #aerie #everybodyisbeautiful

A post shared by Dominique Farina (@domaneek_makeup) on

Posting an unretouched swimsuit pic with #aeriereal so @Aerie will donate $1 to @neda! Do it. #tbt

A post shared by Vivien (@vivienelle) on

Beachaholic 🌴🌊 #bodypositive

A post shared by MaKayla (@makaylaklora) on

Just a reminder (to myself) that I left beautiful weather year around for snow in April. #aeriereal

A post shared by Azul (@ademendieta) on

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