Canadian company\u0027s mission is to help you feel good in a swimsuit
Instead of trying to conform to an industry standard, it’s the clothes that should be designed to fit the “real bodies” of shoppers, Griffiths says. “Not the other way around.”, Griffiths has set out to change the way the apparel industry markets to women — adapting the conversation from one of potential discomfort or shame, to one of acceptance and pride.
This spring, Griffiths and her team decided to dive into another product category, one that has long been notorious for promoting a certain body type: swimwear. “You don’t have to worry about your bathing suit riding up or slipping off your shoulder,” Griffiths says. “This is something that a lot of swimwear companies do not consider, and it leaves customers constantly having to fidget with their bathing suit.”
“We had received over 11,000 customer applications for the original Tulum casting call, so we opted to choose 25 customers from the pool and work with them to bring our campaign to life,” Griffiths says.
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