GabiFresh x swimsuitsforall: The anti ‘New Year, New You’ campaign

Swimsuitsforall has teamed up with style blogger GabiFresh for a new collection, and a marketing campaign to coincide with it, fighting against the idea of needing a ‘beach-ready’ body.


Swimwear brand swimsuitsforall has launched the new marketing campaign, which goes against the prevailing ‘New Year, New You’ approach that suggests women need to slim down to be swimsuit-ready by the time the weather warms up.

The campaign coincides with the launch of the latest collection with style blogger GabiFresh.


Available this week, the GabiFresh for swimsuitsforall collection comes with an “empowering” new photo campaign and accompanying video that “challenges the idea that women need to change their appearance to become their best selves in 2017.”

The campaign, shot in California’s Mojave Desert, features Gabi in each of the collection’s swimwear and beach-to-party styles.  Surrounded by mirrors, she takes in her reflection “with a defiant aura of pride and self-admiration.”

“Each year, women are told that the most important resolution is to lose weight and change their bodies in the New Year,” she said. “[We] are determined to make 2017 a year of self-acceptance, self-love and empowerment. We want women to realise that reaching a certain number on the scale doesn’t make them more valuable – it’s a new year, but it’s still the same beautiful you.”

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