Swim brand redefines ‘pool rules’ in new campaign

These pool rules are unlike anything you’ve ever heard — and in the best possible way.

According to Today, swim and athleticwear brand Chromat has unveiled a brand-new campaign that redefines “Pool Rules,” making them less about pool safety and more about accepting bodies in whatever swimsuit they wear and in whatever bodies they have.

Featuring new rules such as “Celebrate Cellulite,” “No Age Restrictions,” “All Body Hair Accepted” and “Scars and Stretch Marks Welcome,” president of Berlin Cameron — the creative agency that produced the campaign — Jennifer DaSilva told Today that the goal of the new ads is to make all feel comfortable in their own skin.

“Our goal was to create a campaign that showcases the swimwear while staying true to the progressive spirit that’s at the heart of the brand,” DaSilva said. “The new swim collections aren’t just beautiful, they seek to empower women, femmes and non-binary individuals of all shapes and sizes.”

Thus, the models featured in this campaign run the spectrum: one has cellulite on her thighs, another shows off underarm hair, while yet another stands on a prosthetic leg. Also starring in the campaign is model Denise Bidot, who Today says wrote an op-ed about the campaign’s photoshoot and its implicit messaging.

“There’s a voice behind these images,” Bidot wrote. “Women of all sizes exist — and we are not a trend or a marketing strategy. The fashion industry needs an enduring commitment to this notion of inclusivity.”

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