Target Recruits Bloggers For ‘A Fit for Every Body’ Swim Campaign

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Target's newest swimwear campaign uses the tagline "A Fit For Every Body," and instead of models, Target is once again partnering with bloggers for a video and photoshoot. For this digital campaign, Nashelly Messina of Fabulatina, Nikki Minton of My Style Diaries, Sarah Boyd of Simply Stylist, and Chantè Burkett of Everything Curvy and Chic all wrote sponsored posts about their experience finding a Target swimsuit with the help of Target stylist Zanna Roberts Rassi. In the campaign, Roberts Rassi asks each blogger about their favorite parts of their body and their challenging areas. Then she explains why she picked out each suit for each blogger.

"We know there is no ‘one suit fits all’ and wanted to help women feel confident this summer and empowered to try different styles, no matter their size or shape," a Target spokesperson told BuzzFeed Life.

Blogger Messina explained to Mic about why she thinks the campaign will resonate with shoppers: "It's not just about not working with models or bloggers that look like models. It's about partnering with average sized women who are relatable and aspirational. Consumers are ready to see themselves in campaigns and thankfully Target understands that."

Meanwhile, Burkett wrote in her blog, "Being the only plus size girl in this swimsuit campaign really challenged my confidence, and to be honest I never felt more confident in my life. Target wanted to showcase real women in swimsuits and if this isn't real I don't know what is. Finally a major brand who wanted to showcase someone who looks just like me, yes that is me but you guys understand where I'm coming from."