If youve shopped for swimwear then youve most likely come across all the usual images; women with slender legs, flat tummies, and probably a thigh gap.
We all know not everyone looks like that (sometimes even the models themselves dont look like that), but seeing that image again and again can convince us otherwise.
Thats why New York-based athletic and swimwear brand Chromats new campaign, Pool Rules, is worth celebrating.
The campaign features women of different ages, with disabilities, stretch marks and scars, cellulite, body hair, and people from the LGBTQ community.
Headlining the project are Chromat Babes: amputee and beauty blogger Mama Cax (28); queer activist Ericka Hart (32); transgender advocate and model Geena Rocero (34); and plus-size models Emme (55), and Denise Bidot (32).
Mama Cax, who had her leg amputated after she was diagnosed with bone and lung cancer, looked stunning in the range of one-piece and two-piece swimsuits. It felt liberating, to see every woman looking comfortable and happy and sexy, she said on the website when talking about the project.
Ericka also shared the sentiment, adding that Chromat was unfortunately/fortunately unique.
Im looking out for black queer and trans people, especially femmes, she said.
Going to a pool can be really hard for queer and trans folks as most bathing suits tend to not fit our various gender expressions.
Feminine presenting folks are often met with unwanted harassment, so I am always looking out for femmes to feel comfortable and safer in public spaces.
Denise said: Brands like Chromat have created swim styles that make all women, from curvy to disabled, confident while they bask in the sun all summer long.
We have options now, and the transformation is so profound thanks to these brave brands who are stepping up and changing the rules of the game.
While fellow plus-size model Emme said: Being a Chromat Babe is saying “yes” to challenges, stepping out and being a badass even when all senses tell you not to, and owning exactly who you are in any given moment.
So, what are the Pool Rules then?
Intolerance not tolerated
Food-shaming not permitted
No age restrictions
Scars and stretch marks welcome
All body hair appreciated
All abilities accepted
Respect preferred pronouns
Unrestricted LGBTW+ PDA
Body policing prohibited.
Finally, rules we can get on board with.