Chromat’s Bold And Inclusive Summer Swimwear Campaign Is Rewriting The Rules

By Yoon Sann Wong, 17 Jul 2018

Swimwear brand Chromat wants you to get your summer confidence on in its uplifting and diverse summer campaign that’s rewritten the ‘Pool Rules’.

This New York-based company is no stranger to pushing for inclusivity, and has invited five models familiar with the brand to star in this latest campaign.

The photo series, spearheaded by designer Becca McCharen-Tran and made in partnership with creative agency Berlin Cameron, transforms the conventional rules regularly seen at pools into empowering messages to inspire others.

This ‘New Guide To Summer’ reads:

1. Intolerance Not Tolerated
2. Food-Shaming Not Permitted
3. No Age Restrictions
4. Scars + Stretch Marks Welcome
5. All Body Hair Appreciated
6. All Abilities Accepted
7. Respect Preferred Pronouns
8. Celebrate Cellulite
9. Unrestricted LGBTQ+ PDA
10. Body Policing Prohibited

Chromat’s ‘Babe Guard’ comprising plus-sized models Denise Bidot and Emme, breast cancer survivor Ericka Hart, amputee model and cancer survivor Mama Cax, as well as transgender advocate Geena Rocero front the campaign.

Check out the photo series below and see more of Chromat’s campaign here that includes names of the apparels featured and interviews with its models.

While Chromat takes to the pool, Versace has gone to great lengths, literally, to roll out its “longest-ever” ad image featuring 54 diverse models.