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This Unretouched Swimsuit Campaign Is Off The Chain

“Curvy women really shouldn’t apologize for who they are.”

SwimsuitsForAll released its new "Beach Body. Not Sorry." campaign earlier this week, which features stunning model Denise Bidot serving up sexiness completely unretouched.

Campaign video and stills feature some serious seaside slaying on the part of Bidot, who proudly works the stretch marks and cellulite she says she used to consider imperfections, but now calls “everything that makes me, me.”

“Beach Body. Not Sorry.” is just the latest in a string of body-positive initiatives for SwimsuitsForAll. The brand’s also collaborated with blogger GabiFresh on a plus-size capsule collection…

…and its Sports Illustrated–featured #CurvesInBikinis ad with Ashley Graham helped launch the subsequent Instagram campaign to encourage beachside body diversity.

“I agreed to be part of this campaign because it’s about sharing your story with others and opening up the conversation about beauty,” Bidot told BuzzFeed Life of her Beach Body. Not Sorry. shots.

Bidot told BuzzFeed Life she’s excited to see beauty standards evolving not only in terms of size, but also in age and ethnicity.

“I would love this video to show that there is no wrong way to be a woman. I love the message of confidence it sends by releasing the images unretouched.“

“We believe that life’s best moments happen in a swimsuit,” Moshe Laniado, CEO and president of SwimsuitsForAll, told BuzzFeed Life. “We want women to let go of their anxieties and step out unapologetically this summer.”

You can watch Bidot absolutely kill it in the whole “Beach Body. Not Sorry.” campaign video below.

View this video on YouTube

This is how to talk about beach bodies. You know, just in case anyone was wondering.