Jul 21, 2021
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PrettyLittleThing launches body positive swim campaign

Jul 21, 2021

Boohoo Group’s PrettyLittleThing has launched a swimwear campaign that goes to the heart of body positivity. It’s called ‘Swim Unfiltered’, supporting the #EveryBodyInPLT movement that helps to combat ‘beach body’ pressure.


The campaign features “real, relatable girls” and is shot entirely on an iPhone with models who are “proud to show off their bodies, including scars from Crohn's, stoma bags and stretch marks”.

PLT said the resulting images “embody body confidence and allow shoppers to see what the swimwear looks like on relatable models, breaking the mould and proving that every body is beach body ready”.

And the campaign tunes into a growing theme. The launch is linked to figures from the brand that reveals UK searches for ‘body confidence’ are up 1,330% in the past week alone, as women look for tips and tricks on how to feel more confident in the summer months. 

The study also pointed to TikTok videos using the hashtags #midsizefashion having received 334 million views, and #plussizefashion (868.4 million views), adding up to over one billion views “with the aim of empowering girls all over the world to be more body positive and confident”. 

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