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.”

Lovato to launch fall ‘Fabletics’ collection

Demi Lovato’s first collaboration with Fabletics was so nice, the duo is doing it twice, returning to the drawing board to launch an all-new fall collection.

According to a release, the “Sorry Not Sorry” singer’s second collaboration with the activewear line will feature 12 exclusive outfits that are “a combination of performance and lifestyle pieces with new design elements such as contouring waist straps, paint splatter camo and vibrant heather prints.”

Featuring a bold color palette including deep magentas and bright blues, Lovato’s new collection will pack a fierce, yet feminine style into every piece, which includes everything from tops and sports bras to leggings and outwear. The collection will also be available in sizes ranging from XXS to 3X and even includes short, regular and tall lengths.

But beyond providing stylish, empowering clothing to work out and live in, InStyle reports that her second collection will also continue to support Girl Up’s School Cycle program, which “works with the United Nations Population Fund to give girls bikes to get to school safely.”

While Lovato certainly knows that there’s nothing wrong with being confident, she told InStyle that maintaining her physical health helps her in her effort to achieve good mental health.

“I’m still learning to love my body. It’s a daily thing, and I don’t think you ever learn at one point in your life, and then it’s fixed forever,” she said. “Your body changes, you change. It’s just a matter of how much you’re working on yourself. I make sure that I put my mental and physical health before work. That is what keeps me in a good state of mind.”

Lovato’s second capsule collection is available for purchase in Fabletics stores and online.