H&M-owned retailer Weekday went to the people for its swimwear campaign, providing 25 styles from its 2018 collection to a group of women, who were they were then tasked with styling and photographing them. The result is a minimalist yet honest and beautiful look at a swimwear collection that is all about fun in the sun and enjoying about your body, no matter what the size.
Weekday’s head of marketing Nadine Schmith explained, “As a fashion brand we feel that it is our responsibility to present an accurate portrayal of women.We hope this campaign gives women the power and opportunity to tell their truth and depict their body the way they want.”
Ranging in price from eight pounds for bikini bottoms up to 35 pounds for a rouched one-piece, the colleciton is now available at weekday.com. At the moment Weekday doesn’t ship to the United States, but it sells some items through asos.com, which does.