Target Teams Up With Barbie for Body-Positive Swimwear Campaign

Source: Target Style Instagram

Target's at it again. The major retailer has cast models of a variety of different shapes and sizes for its latest swimsuit campaign, appropriately titled #NOFOMO.

Source: Instagram

But it didn't stop there. It also looked to the new diverse line of Barbie dolls (released in January to great praise) to show off their latest line of bikinis and tankinis. (Unfortunately, the suits aren't available for sale in Barbie sizes.)

Read more: Target Just Nailed It With This Body-Positive Swimsuit Campaign

The campaign's slogan, #NOFOMO, refers to the idea that with this range of swimsuits, FOMO (or fear of missing out) will be no more this summer. No more excuses, and no more hesitation; You can take that idea of a "bikini body" and shove it. 

Source: Instagram

Target made the announcement on Tuesday afternoon via its style Instagram @TargetStyle. Already, pretty unsurprisingly, people are responding incredibly well. Comments left under the picture of the women modeling the suits include "Sending the right message!" and "It's about time!" Under the image with the dolls: "I love how blue haired Barbie is the wide hipped one. Oh well. At least there's one who looks like me now."

Just further proof that being relatable and real really speaks to shoppers. Women are even proudly posting pictures of themselves in Target's swimsuits on Instagram and Twitter with the hashtag.

A photo posted by (@) on

A photo posted by (@) on

This isn't the first time Target has cast a diverse array of models for their swimsuit ads. Last summer, Target made headlines for launching a body-positive campaign similar to this one. In the ad, they cast fashion personalities of many shapes and sizes, and even put out a video that had women talking honestly about their bodies. 

Source: Target

At the time of Target's initial ad, the retailer told Mic that by "partnering with real women that represent a range of body types," the idea that swimsuits really are for women of all sizes gets reinforced. 

Based on the results so far from both campaigns, Target seems to be getting exactly the right feedback: Women really love to love their bodies. 

How likely are you to make Mic your go-to news source?

Rachel Lubitz

Rachel is a senior Style writer at Mic. She previously worked for The Washington Post's Style section for more than three years. Feel free to contact her at rachel@mic.com.

MORE FROM

Theresa May announces pact with Northern Ireland's conservative DUP

10 of the DUP's MPs will vote alongside May's party in exchange for more than $1 billion of funds.

Supreme Court will hear case of baker who refused service to gay couples on religious grounds

The Supreme Court will take on the case of a bakery owner who refused to bake a cake for a gay couple.

'Hot Mic' podcast: Health care opposition, Trump on Russian meddling & Pakistan tanker explosion

The important stories to get you caught up for Monday morning.

Dozens missing after tourist boat carrying more than 160 passengers sinks in Colombia

At least six people are confirmed dead and dozens more unaccounted for.

Ohio Gov. John Kasich's website hacked with pro-ISIS propaganda

The same attack also hit government websites in Brookhaven, New York, and Howard County, Maryland, according to reports.

Movement for Black Lives activists disrupt Minneapolis Pride to protest Philando Castile verdict

Protesters reportedly held signs with messages like "No KKKops at Pride."

Theresa May announces pact with Northern Ireland's conservative DUP

10 of the DUP's MPs will vote alongside May's party in exchange for more than $1 billion of funds.

Supreme Court will hear case of baker who refused service to gay couples on religious grounds

The Supreme Court will take on the case of a bakery owner who refused to bake a cake for a gay couple.

'Hot Mic' podcast: Health care opposition, Trump on Russian meddling & Pakistan tanker explosion

The important stories to get you caught up for Monday morning.

Dozens missing after tourist boat carrying more than 160 passengers sinks in Colombia

At least six people are confirmed dead and dozens more unaccounted for.

Ohio Gov. John Kasich's website hacked with pro-ISIS propaganda

The same attack also hit government websites in Brookhaven, New York, and Howard County, Maryland, according to reports.

Movement for Black Lives activists disrupt Minneapolis Pride to protest Philando Castile verdict

Protesters reportedly held signs with messages like "No KKKops at Pride."