Swimsuit season is around the corner—though in SF, it never really left. Nonetheless, with a new season comes new styles and the (often) dreaded swimwear shopping. If looking at the latest Sports Illustrated Swimsuit issue doesn't psych you up to don an itty bitty bikini, then you'll appreciate the new swimwear campaign from Modcloth. The SF-based online retailer tapped nine of its employees to show off its latest designs, inspired by the glamorous Hollywood film star (and competitive swimmer) Esther Williams.
"I love fashion, but I don't love the message that it sends to girls and women," Susan Gregg Koger, ModCloth CCO, co-founder, and swimwear model, explains to R29. "If there's one message I'd like women to take from our campaign, it's that our bodies are diverse and that's a wonderful thing, not something to be ashamed of." So ladies of all figures and shapes should find a swimsuit style that suits in this collection. (That is, unless you're looking for that SI string bikini.) Take a look through the campaign here, then stock up for the extended season ahead. We think Susan looks amazing in this emerald green number— and most others will, too.