Plus-size model Denis Bidot shows off her cellulite and stretch marks with pride in completely unretouched swimwear campaign

This is swimsuitsforall's latest efforts to tackle women's body shaming

Swimsuitsforall latest campaign featuring Denise Badot

Denise Bidot is the latest addition to the plus-size models revolution, as she bares her curves in new swimwear campaign.

The 29-year-old American model has fronted swimsuitsforall’s ad entitled ‘Beach Body. Not Sorry’, aimed to inspire women to be more confident in their own physiques.

In the video campaign Bidot shows off her curvy figure and explains how she embraces her cellulite and stretch marks. “It's time to stop apologising. I want women to feel confident and sexy by knowing that there's nothing wrong with being yourself. Forget all the rules!” she said.

“It's all about the confidence… Be you and just rock this world.”

The video and images are completely unretouched, and feature Bidot in bikinis and racy one-pieces at the beach, where cliché as ever, she’s seen running through the waves, rolling in the sand, and posing for the camera flaunting her figure in its full glory.

“Being part of the Beach Body. Not Sorry. campaign by swimsuitsforall represents the conversation we have started and the mission we want to continue to establish, which is 'There's No Wrong Way To Be A Woman',” said Bidot.

Behind the scenes of swimsuitsforall shoot

The online retailer is known for its quality and flattering swimwear for curvier women and this is their latest effort to tackle women’s body shaming.

A voice in the video is heard saying: “Swimsuitsforall believes women should not apologise or feel shame for their bodies.”

Moshe Laniado, CEO and President of swimsuitsforall added: “We believe that life’s best moments happen in a swimsuit. We want women to let go of their anxieties and step out unapologetically this summer.”

Swimsuitsforall latest campaign featuring Denise Badot

Swimsuitsforall latest campaign featuring Denise Badot

Swimsuitsforall latest campaign featuring Denise Badot

Earlier this year, the swimwear label released an ad featuring plus-size model Ashley Graham, who also graced the pages of Sports Illustrator magazine back in February, in a striking bikini in response to the so controversial Protein World’s “beach body ready” advert.

Ashley Graham in the satirical swimsuitsforall advert in response to Protein World's controversial 'beach body ready' campaign (swimsuitsforall .com)

Plus-size modelling seems to be taking over the fashion world lately. American magazine Bust also featured a group of five upcoming models portraying body types that differ from the ultra-skinny models we see on catwalks nowadays, Tess Holliday became the first model of UK size 24 to be signed by a major model agency and Candice Huffine was the first ever plus-size model to be featured on the Pirelli Calendar.

Also, UK's first plus-size fashion magazine Slink hit the shelves across 15 countries last year, lingerie brand Cosabella dropped "plus-size" label in favour of "extended" sizes, and high-street shops (including Marks and Spencer, H&M, Dorothy Perkins and Asos) now have wide-ranging, plus-size clothing.

It’s happening.