Ashley Graham is the first plus-sized model to appear on the cover of Sports Illustrated’s summer swimsuit issue. This inspired my partner (Mariah Dempsey) and I to develop a digital campaign extension for SwimsuitsForAll (SS4A) — a leader in swimwear for curvy women.
The Main Problems
From research, we learned that women’s clothing varies by store, is difficult to buy online and, worst of all, negatively compares women to one another.
What if SwimsuitsForAll focused on fit instead of size? Our solution is to:
- 1) Allow SS4A members to create custom body profiles online.
- 2) Send members sample suits to see what fits best.
- 3) Promote #FitNotSize through social media.