Sports illustrated Takes New Branding Approach with Plus Size-Model

The first plus-sized model to be featured in the 2015 Sports Illustrated annual swimsuit issue is making history.

Sports Illustrated has always been known to take charge in fashion marketing with their bold statements of the flawless size two in a bikini. Ashley Graham is changing that image.

Graham rocks it in the new swimsuitsforall ad campaign, #CurvesInBikinis, in a little black string bikini. The new branding approach aims for people to recognize the beginning of The Curvy Girl Era and have women feel self-confident and sexy in every kind of swimsuit.

I know my curves are sexy and I want everyone else to know that theirs are too. There is no reason to hide and every reason to flaunt, Graham stated.

The fashion world is finally recognizing plus-size as a positive connotation instead of a negative one.  It is a step up from the thin model mode that has been around for decades as “the look” the girl-world should aspire to be.

The world is ready for more curves in bikinis, Graham stated.

The 27-year-old model is a size 14 and has been very on point about the media to brand curves as normal and sexy. This campaign solidifies that men do think all sizes have sex appeal and can be a showstopper. The ad gives that impression by Graham striking a pose in front of the pool with awe-struck gentlemen about to fall in, fully clothed, behind her because her beauty distracted him.

Tastes and body types change over time and curves have never been more ‘in’. There is no better way to celebrate and show off than by donning a bikini, said Moshe Laniado, CEO/President of swimsuitsforall.


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