After Target’s February announcement that they’d be teaming up with DC Comics to create super hero girls and an empowering apparel line to match, Today.com reports that the retailer has just unveiled an inspiring social media campaign just in time for the upcoming warm weather.

Target’s latest endeavor, the #NOFOMO campaign, aims to promote body positivity one swimsuit selfie at a time, says Today.com. The initiative is “all about shaking off body insecurities and not letting anything get in the way of having fun in our swimsuits,” according to the company.

Even Barbie is getting in on the #NOFOMO action — especially that she now comes in varying shapes and sizes. Dressing the dolls in miniature look-alikes of Target’s swimsuit line, Executive Vice President and Chief Marketing Officer of Target Jeff Jones told TODAY in a statement that the company is excited about Barbie’s evolution and their role in the campaign.

“She’s had an undeniable impact on our culture for decades and now is helping to evolve the conversation about inclusivity,” he said. “Given our belief in every body, we loved the idea of working with Mattel to find a way for Barbie to join our swim campaign.”

While the campaign obviously promotes Target’s swimsuits, the pieces are shown on women of various sizes, something Jones said is something Target celebrates.

“We’ve seen tremendous strength in our swim business, which has been driven by assortment, presentation and our approach to marketing,” Jones said in a statement. “Our work celebrates the fact that people come in various shapes and sizes, and it’s ignited a meaningful conversation with our guests.”

Jones summed up the underlying theme of the project in this way: “There’s no perfect body type, but we believe, and want to celebrate with our guests, that there is the perfect swimsuit for every body type, and that’s where Target has you covered.”


One thought on “#NOFOMO

  1. Pingback: Ava & Viv are all-inclusive | Take Her Lead

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