Spring's warmer weather can bring about an unfortunate, terrifying reminder: Beach season is around the corner.
Summer should be the season of carefree living, but fashion brands too often use the extra sunshine as an excuse to shove body-shaming ads about beach bodies down our throats for their own gain.
Target is the latest retailer to change the way it advertises beach bodies in a new swimsuit campaign featuring a diverse set of models in ads that haven't been digitally retouched.
Photo courtesy of Target.
On one hand, of course, Target's move isn't entirely selfless — body positivity, it turns out, is great for business, and at the end of the day, a business is exactly what Target is. On the other hand, it's great to see retailers realizing that body shame isn't what customers want to buy and adjusting accordingly.
No Photoshopped curves, no air-brushed stretch marks — the ads feature women enjoying the beach just as they are.
Photo courtesy of Target.
"We loved working with these women because they embody confidence and inspire women to embrace and be proud of who they are, regardless of their size or shape," Target explained in a statement.
Photo courtesy of Target.
Body-positive fashion is cropping up in more stores and in the ad campaigns that promote them.
The numbers don't lie — customers seem to appreciate the efforts.
When American Eagle's underwear line, Aerie, stopped retouching their underwear models three years ago — "There is no need to retouch beauty," CEO Jennifer Foyle had explained — the retailer saw its sales climb 14% compared to the year before during the fourth quarter.
Some fashion brands have gone a step further in pushing the industry away from its body-shaming ways. More times than not, plus-size models still have an hourglass shape, and companies like H&M have come under fire for using plus-size models in ads while not selling clothes over a size 14 in stores.
A groundbreaking new campaign from Lane Bryant, however, actually shows the company's new fitness line on a number of plus-size athletes in a variety of body types, truly reflecting the brand's diverse customer base.
“Seize the day. In whatever body you have today." Preach @borntoreignathletics
A post shared by Lane Bryant (@lanebryant) on
So why are we seeing these more inclusive changes from brands now?
It's not like the fashion industry's obnoxious exclusivity and body-shaming troubles are 21st century inventions.
Social media has played a big role, AdWeek reported in 2016. On platforms like Instagram and Twitter, girls and women are speaking out about wanting retailers to have clothing options for various body types as well as more diverse models to sell the products. Seeing an opportunity for their bottom lines, brands are more than willing to listen and respond.
"We're seeing a great acceptance of girls in all different sizes, which is really exciting," Gary Dakin, a former executive at Ford Models, told AdWeek. "It's not something that was happening in our day at Ford."
It's a good thing, too, because the more the fashion industry realizes every body is a beach body, the better off we'll all be.
Note: Upworthy and Target have no business partnership.



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An Irish woman went to the doctor for a routine eye exam. She left with bright neon green eyes.
It's not easy seeing green.
Did she get superpowers?
Going to the eye doctor can be a hassle and a pain. It's not just the routine issues and inconveniences that come along when making a doctor appointment, but sometimes the various devices being used to check your eyes' health feel invasive and uncomfortable. But at least at the end of the appointment, most of us don't look like we're turning into The Incredible Hulk. That wasn't the case for one Irish woman.
Photographer Margerita B. Wargola was just going in for a routine eye exam at the hospital but ended up leaving with her eyes a shocking, bright neon green.
At the doctor's office, the nurse practitioner was prepping Wargola for a test with a machine that Wargola had experienced before. Before the test started, Wargola presumed the nurse had dropped some saline into her eyes, as they were feeling dry. After she blinked, everything went yellow.
Wargola and the nurse initially panicked. Neither knew what was going on as Wargola suddenly had yellow vision and radioactive-looking green eyes. After the initial shock, both realized the issue: the nurse forgot to ask Wargola to remove her contact lenses before putting contrast drops in her eyes for the exam. Wargola and the nurse quickly removed the lenses from her eyes and washed them thoroughly with saline. Fortunately, Wargola's eyes were unharmed. Unfortunately, her contacts were permanently stained and she didn't bring a spare pair.
- YouTube youtube.com
Since she has poor vision, Wargola was forced to drive herself home after the eye exam wearing the neon-green contact lenses that make her look like a member of the Green Lantern Corps. She couldn't help but laugh at her predicament and recorded a video explaining it all on social media. Since then, her video has sparked a couple Reddit threads and collected a bunch of comments on Instagram:
“But the REAL question is: do you now have X-Ray vision?”
“You can just say you're a superhero.”
“I would make a few stops on the way home just to freak some people out!”
“I would have lived it up! Grab a coffee, do grocery shopping, walk around a shopping center.”
“This one would pair well with that girl who ate something with turmeric with her invisalign on and walked around Paris smiling at people with seemingly BRIGHT YELLOW TEETH.”
“I would save those for fancy special occasions! WOW!”
“Every time I'd stop I'd turn slowly and stare at the person in the car next to me.”
“Keep them. Tell people what to do. They’ll do your bidding.”
In a follow-up Instagram video, Wargola showed her followers that she was safe at home with normal eyes, showing that the damaged contact lenses were so stained that they turned the saline solution in her contacts case into a bright Gatorade yellow. She wasn't mad at the nurse and, in fact, plans on keeping the lenses to wear on St. Patrick's Day or some other special occasion.
While no harm was done and a good laugh was had, it's still best for doctors, nurses, and patients alike to double-check and ask or tell if contact lenses are being worn before each eye test. If not, there might be more than ultra-green eyes to worry about.