New Swimsuit Brand Makes Waves By Refusing To Photoshop Their Models

Most swimwear brands edit out any perceived imperfections on the bodies of their models. When they appear on the covers of magazines and in glossy ads, every inch of their bodies is edited to reflect cultural beauty standards.

There’s one swimwear brand bucking that trend, though. Meet Rheya Swim, founded by 21-year-old designer Chloe Madison.

8. What Is Rheya Swim?


Rheya Swim was created to be a swimwear line that accentuates women’s lines and curves while staying minimalistic in design. Instead of hiring models for their initial photo shoots, Chloe Madison and her best friend modeled the bathing suits.

Initially, Chloe asked to have the photographs retouched, but when they came back from the editor, she realized her mistake…

7. Chloe Madison And Photoshop


Chloe’s retouched pictures may have seemed perfect, but to her, they were a giant problem.

“When we got back photos from retouching, it was shocking,” she explained to Elle magazine. “I didn’t really recognize my body, enhanced to someone else’s idealistic version of it.”

So they changed tactics…

6. Models And Photoshop Go Hand In Hand


Normally, models don’t get a say in whether their bodies are retouched or not. Their bodies are retouched and changed until they sometimes don’t even look like themselves. It’s a common practice, but it’s one that Chloe Madison wants to change. Since she is both the owner and the model of her swimsuit line, she sent the photos back.

5. No Second Thoughts

Rheya Swim

Madison told Elle that she sent the photos back and “asked for all of that [retouching] to be stripped off.”

The designer admitted that she wondered if people would compare the photos on her website to the supposedly flawless ones on other sites. However, she felt better about her decision to go without Photoshop.

4. Promoting Body Positivity

Rheya Swim

Rheya Swim’s goal—along with selling swimwear—is to celebrate women’s bodies through their line of bathing suits. Embracing the all-natural bodies of their models is just one way the company achieves their goal. The suits are designed to flatter a variety of shapes and sizes, regardless of stretch marks or other perceived imperfections.

3. Stretch Marks On Websites


Chloe Madison explained that stretch marks are perfectly fine for models and customers alike. She explained, “[Consumers] see super Photoshopped girls and think that’s something they need to be and I don’t really want to celebrate that anymore.”

Her decision is reflective of the body positivity movement, which is slowly creeping into the fashion industry.

2. Celebrating Women’s Bodies

Rheya Swim

For decades, the fashion industry focused on incredibly thin women and used camera angles and retouching to achieve perfection. But designers like Chloe Madison are increasingly standing up to say that there is no perfection standard. Everyone has blemishes, and it makes their models more human to share that they are no different. With the help of Rheya Swim, the movement can continue.

1. The Continuing Movement, Thanks To Rheya Swim


Chloe Madison’s decision not to Photoshop stretch marks from models may not be commonplace now, but one day that will change.

The 21-year-old commented, “I would rather purchase something I could relate to and I could see myself in, as opposed to someone that doesn’t even look like a real person.”

With Rheya Swim’s help, that desire can be fulfilled.

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