Swimsuit shopping is never fun, but it can be downright depressing when you skim through the airbrushed pics of models in bitty bikinis. If you’re tired of those too-perfect-to-be-real images, you’ll be pleasantly surprised to see that Target’s new swimsuit ads have no photo retouching.

This is the second year in a row that every mom’s favorite place to shop has decided to keep things real and bypass the digital retouching that most swimsuit ads feature. The campaign is “meant to inspire guests to have fun while rocking their favorite swimsuit,” according to a press release from Target.

photo: Target

“Something you won’t see? Reshaping or airbrushing. Building on the strong foundation we set with last year’s campaign, we’re celebrating women and encouraging them to embrace the beauty of their own bodies.” Preach it.

photo: Target

Besides the images themselves, Target is striving to make all of its customers happy with a swimsuit that is just the right fit for all body types. The new swimwear line features over 1,700 items for a wide range of sizes. “It’s our goal to take the stress out of swimsuit season and bring joy back to the beach by providing something for every Target guest.” Styles will include modern minimalist, boho, 70’s-inspired prints, tropical designs and Americana.

photo: Target

The un-retouched ads and the new swimwear styles are rolling out online and in stores now. The prices range from $14.99 to $49.99.

What do you think of Target’s swimwear campaign? Share your thoughts in the comments.

—Shahrzad Warkentin

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