Target praised for putting an older woman in its catalogue… in a bikini! 61



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Target has been praised for their use of an older model in her 50s… in a bikini! Finally, a fashion retailer understands their customer.

The retailer’s latest catalogue shows not only a woman with grey hair smiling happily in a bikini, but also a number of models who exude beauty… and they aren’t stick thin.

Women of Australia were quick to notice the awesome photos, and to to social media to thank the retailer for showing what real women look like.

This isn’t the first time Target have used real women in their campaigns, but it looks to be the first time they’ve used an over 50 in a bikini.

“We’re thrilled with the amazing response that has been generated on social media for the new swimwear catalogue as we are continuously committed to promoting diversity and celebrating all women,” Target spokeswoman Kristene Reynolds said, reports News Corp.

“In August of this year we launched the Every Body campaign with the introduction of size 16 mannequins in store and women of all shapes and sizes across our TV, digital and print campaigns. Both initiatives are small but vital steps in continuing Target’s promise to make quality style and fashion not only more affordable but also more accessible and relevant for women”.

Take a look at some of the responses on Target’s Facebook page from women who are so happy to see their own body shape or age staring back at them.

Yay for looking good and feeling great this summer! We have a huge range of swimwear styles for all body shapes.

Posted by Target Australia on Wednesday, 2 December 2015

It only takes one brave company to bring the rest around to REAL. Your new catalogue is brilliant. Thank you so much for representing ME. <3 from a Plus-Size-50-year-old-Latina.

Posted by Nannette LaRee Hernandez on Wednesday, 2 December 2015

Target would like to congratulate you for putting the average size models and plus size models in your new catalog well done.

Posted by Sandra Steers on Wednesday, 2 December 2015

WELL DONE TARGET!!!!! Real women with all there curves and skin and wobbly bits in your catalogue!! 󾮗󾮗󾮗󾮞󾮞󾮞󾮞 might actually inspire me to come shop there

Posted by Claira Cannon on Wednesday, 2 December 2015

Tell us your thoughts below.

Starts at 60 Writers

The Starts at 60 writers team seek out interesting topics and write them especially for you.

  1. shouldnt have taken so long, ow all that eeds to happens is nice colous for bigger women not taupe black grey etc etc

  2. Could someone tell the manufacturers that we also like pretty things – stop making clothes in such dull colours and give us light and bright.

  3. Now their clothing line should cater for the older woman instead of always catering for the youngsters. I am past the age of wearing dresses and skirts inches above my knees. Was once an avid customer of Target but things have changed and not for the better.

    3 REPLY
    • Love the little dressess they have ..Little being the right word ..just wish they would cover my knees and a little sleeve would be the finishing touch ..

    • i am 60 but a size 10 and love the styles so if i find a dress thats too short just put a tight skirt or a longer slip underneath and that works.

  4. Not everyone has the perfect body. I stopped wearing a bikini about 30 something years back. I’m now in my early 60’s & I would rather wear something that flatters my body rather than something that accentuates my flaws – that’s just me- wear whatever makes you happy

  5. Nope – still not seeing me in a bikini! I do like the one-piece though.

  6. This is good to see. I am older and bolder and I love Lily Loves. I do not like the belle Curve clothes. They are daggy as.

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