Andie Swim's Latest Campaign Stars Its Own Customers

The Andie Swim team is having one crazy summer. Fresh off launching its recent collection of swimwear designed in collaboration with Demi Moore, the DTC swim brand launched its latest campaign “Comfortable Looks Good on You” to spotlight the versatility of one of its hero styles. The campaign features 65 models chosen from an open casting call the brand sent to its email subscribers, all wearing one of its classic styles: the Amalfi. (The style was previously featured in a campaign Moore starred in with her daughters last year, where each wore the suit in assorted colors.) Visitors to Andie Swim's website can click on each model’s photo to view the size she is wearing along with shared quotes on “what comfort looks like” to her. Shot by photographer Cait Kelly, the images are as strikingly diverse, unique and powerful as their individual subjects. Yet they're also almost evergreen for the woman-owned and -centered brand’s marketing. The brand also shared BTS videos in which the models spoke candidly about their experiences in the suits. The campaign was produced in-house and is live on the brand’s website and social channels. The Boot Brand Forced to Start Again After Russia’s Invasion Michelle Copelman, Andie’s vp of brand and design who devised the campaign, told Adweek the intention was to allow shoppers to view the suit on different body types, as well as creating an empowering experience when shopping for a garment that can sometimes be stress-inducing and a source of insecurity. “As we all know, you could have five women in a size large and they all look different,” Copelman said. “I felt really passionate about being able to click on the website [and] flick through many different women, understanding ‘I have a small chest or bigger hips or neither, and still be that size.’” Andie staunchly markets itself as a cross-generational brand, with an ethos to “deliver all women—every age, every body—comfortable swimwear that they can feel good wearing,” which Copelman hopes its latest campaign conveys. “What I love about Andie is its delicate touch when it comes to inclusivity. But I also sometimes feel like it’s too delicate. And I want it to be a little more forceful and show it a little bit more,” she said. “I feel like we do a really great job in saying it. But people want a visual representation of that.” Copelman told Adweek that the brand received between 1,700 and 1,800 responses from its initial casting call email. The final 65 women were simply the ones who showed up for the photo shoot, which took place in June over two days in New York. Since its launch on July 25, the campaign has already generated an overwhelming response from members of the Andie community who modeled for it and others who were moved by the representation. According to Copelman, the brand has since received messages from aspiring models inquiring about the next shoot, which she confirmed will include the remaining styles from its “core four” looks: the Malibu, the Tulum and the Mykonos. “Even with all of our efforts [such as] our size guide and fit quiz, it’s still a really tricky experience to find a swimsuit online,” Copelman added. “Doing the photoshoots [is] a beautiful way of marketing them to our customers.” Birkenstock Embraces Its Reputation for Unstylish Footwear

Diversity, Equity and Inclusion

Andie Swim's Latest Campaign Stars Its Own Customers

The age- and body-inclusive swimwear brand asked those who love it to show why

Leslie Blount

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Leslie Blount