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.



Student smiling in a classroom, working on a laptop.
Students focused and ready to learn in the classroom.
Fish find shelter for spawning in the nooks and crannies of wood.
Many of these streams are now unreachable by road, which is why helicopters are used.
Tribal leaders gathered by the Little Naches River for a ceremony and prayer.

Communications expert shares the perfect way to gracefully shut down rude comments
Taking the high ground never felt so good.
A woman is insulted at her job.
It came out of nowhere. A coworker made a rude comment that caught you off guard. The hair on the back of your neck stands up, and you want to put them in their place, but you have to stay tactful because you're in a professional setting. Plus, you don't want to stoop to their level.
In situations like these, it helps to have a comeback ready so you can stand up for yourself while making making sure they don't disrespect you again.
Vince Xu, who goes by Lawyer Vince on TikTok, is a personal injury attorney based in Torrance, California, where he shares the communication tips he's learned with his followers. Xu says there are three questions you can ask someone who is being rude that will put them in their place and give you the high ground:
Question 1: "Sorry, can you say that again?"
"This will either make them have to awkwardly say the disrespectful remark one more time, or it'll actually help them clarify what they said and retract their statement," Xu shares.
Question 2: "Did you mean that to be hurtful?"
The next step is to determine if they will repeat the disrespectful comment. "This calls out their disrespect and allows you to learn whether they're trying to be disrespectful or if there's a misunderstanding," Xu continues.
Question 3: "Are you okay?"
"What this does, is actually put you on higher ground, and it's showing empathy for the other person," Xu adds. "It's showing that you care about them genuinely, and this is gonna diffuse any type of disrespect or negative energy coming from them."
The interesting thing about Xu's three-step strategy is that by gracefully handling the situation, it puts you in a better position than before the insult. The rude coworker is likely to feel diminished after owning up to what they said, and you get to show them confidence and strength, as well as empathy. This will go a lot further than insulting them back and making the situation even worse.
Xu's technique is similar to that of Amy Gallo, a Harvard University communications expert. She says that you should call out what they just said, but make sure it comes out of their mouth. "You might even ask the person to simply repeat what they said, which may prompt them to think through what they meant and how their words might sound to others," she writes in the Harvard Business Review.
More of Gallo's suggested comebacks:
“Did I hear you correctly? I think you said…”
“What was your intention when you said…?”
“What specifically did you mean by that? I'm not sure I understood.”
“Could you say more about what you mean by that?”
Ultimately, Xu and Gallo's advice is invaluable because it allows you to overcome a negative comment without stooping to the other person's level. Instead, it elevates you above them without having to resort to name-calling or admitting they got on your nerves. That's the mark of someone confident and composed, even when others are trying to take them down.