Image: Denise Bidot for swimsuitsforall.
Sun-drenched tropical setting? Check. Gorgeous model gazing dreamily into the distance? Check. Gently tousled beach hair? Check.
At first glance, swimsuitsforall‘s latest campaign ticks all the boxes of your average swimwear shoot. Starring model Denise Bidot, it showcases the brand’s latest range of one-pieces and bikinis in eye-grabbing prints and block colours.
It’s when you look closer, however, that you notice one small (highly awesome) detail that sets this campaign apart from the rest.
On Bidot’s thighs, you can see… cellulite. The kind of cellulite the majority of women notice on their own bottom and thighs. (Post continues after gallery.)
Now, any human being with eyes knows this isn’t an uncommon sight in real life. An estimated 85 per cent of women have some cellulite on their body, regardless of their size, shape and level of health. A small number of men have it, too. No big deal.
It’s a different story in the fashion world. Models and celebrities certainly aren’t immune from cellulite (they’re real people, after all), yet we very rarely see any evidence of this in fashion editorials and commercials.
With a little help from image altering and professional lighting, dimpled skin — along with stretch marks, pimples and other perfectly natural, human features — is very easily concealed.
Of course, it's no secret the images we see in photo shoots like these aren't 100 per cent reflective of real life.
Therein lies part of the appeal — it can be enjoyable to gaze at aesthetically 'perfect' images, replete with flawless makeup, hair and fashion styling. Brands largely rely on the power of this perfection to sell their products.
That's not to say models, or women who naturally have model-like proportions or don't have cellulite, aren't real. However, it makes you wonder why something like cellulite, which you can see on bodies all over the beach and, well, the world, needs to be ironed out.
Smooth, unchanging skin isn't a requirement for looking great in swimmers — Denise Bidot's dimpled thighs and stretch marks certainly don't detract from how sexy (and more importantly, confident) she looks in hers.
And yet shopping for swimmers, and then wearing them to the beach for the world to see, can become a major source of anxiety for women regardless of their size and shape. It can be really hard not to compare your body to the ones you see splashed across billboards, TV screens, and posters lining the change-room where you're wriggling into that cute one-piece. (Post continues after video.)