Target Goes Photoshop-Free for New Swimsuit Photos

A couple of years ago, Target got embarrassed by a Photoshop fail that gave a swimsuit model ridiculously long arms (that model was later invited onto Ellen). The retail chain has since learned from its mistakes: its latest swimsuit photos focus on realism and leave out Photoshop “airbrushing.”

The new #TargetSwim campaign, which launched this week, invites women to share their “authentic selves.” To kick things off, the company did swimsuit photo shoots with dancer Megan Batoon, pro skateboarder Lizzie Armanto, model Denise Bidot, and model Kamie Crawford. Target is targeting women of all shapes and sizes, and the photos are unretouched.

The women are sharing the “Photoshop-free” photos through a series of sponsored posts on their social media channels.

“These four amazing women love showing off their authentic selves and know a thing or two about rocking a swimsuit with confidence,” Target writes.

“Target is committed to empowering women to feel confident in what they wear by offering a variety of style choices,” a Target spokesperson says. “We loved working with these women because they embody confidence and inspire [others] to embrace and be proud of who they are, regardless of their size or shape. It was important to us to use photography that represented their true beauty, without filters.”