Target Stops Photoshopping Its Swimwear Models And People Are Loving It

We hold advertisers to a high standard when it comes to truth in ads, but not so much with realism. Advertisers are great at selling us fantasies, hopes, dreams, and ambitions. Some feel like they seldom have much connection to reality, however. So it's refreshing to see a big-time company come back down to earth and replace fantasy with reality. And it seems like women have been ready for this for a long time.

Target is making a splash with a bold move for its swimwear ads, launching a Photoshop-free ad campaign.

The models show off the company's new swimwear line with their stretch marks and muffin tops showing rather than being smoothed out by a photo editor behind the scenes.

It's an unusual move for a product so heavily associated with having a "perfect body."

We're all familiar with the idea of getting our bodies "beach ready" with a diet and a workout routine, right? 

Shoppers will notice more diversity in this season's swimwear ads, too.

The four models showing off the bikinis and monokinis come from an array of backgrounds, including dancer Megan Batoon, pro skateboarder Lizzie Armanto, model and body activist Denise Bidot, and TV host Kamie Crawford. 

This new ad campaign ditches the idea of toning up for swimsuit season in favor of a body-positive approach.

The result is that more and more women can see a true reflection of themselves when they're shopping for something to wear to the beach and, you know, swim in. 

So how are people reacting to Target's Photoshop-free campaign? They're loving it!

It's worth noting that this isn't Target's first body-positive effort, after 2015's "Target Loves Every Body" campaign.

If the reaction on social media is any indication, Target is moving in the right direction.

Women have been taking to social media to share their joy at Target's realistic approach.

For many, the ads aren't just inspiring, but useful.

And the hashtag #TargetSwim has been making the rounds.

And the models felt proud to be part of the campaign, too.

"Target shows women of all shapes, sizes and colors looking beautiful and confident in themselves and their swimsuits and that resonates with women everywhere,” said Kamie. “Confidence is contagious!”

What do you think of Target's campaign?

h/t Target