Target is making bathing-suit season less awful

The only three words guaranteed to strike more fear into the hearts of women than "your gynaecologist called" are "bathing-suit season." This time of year, rife with pool party and cottage invites, can send even the most body-positive ladies into a sudden gluten-free tailspin. But Target has three words of its own: screw that noise.

In its just-unveiled Target Loves Every Body campaign, the retailer has doubled down on form-fitting swimwear for all shapes and sizes. And instead of relying solely on impeccably bronzed size twos, the line of bikinis and one-pieces are modelled by regular women: lifestyle bloggers such as Chantè Burkett of Everything Curvy and Chic, Nashelly Messina of Fabulatina and Nikki Minton of My Style Diaries. (Watch them real-talking about their favourite features and hang-ups in the video below.)

Sadly, Target's new body-friendly initiative is just more salt in the wound for Canadian women in search of non-bunchy one-pieces — the company pulled out of here in April. Anyway, put down that chia-seed smoothie: we're heading to Buffalo. Who's with us?

Related: Living large: How I learned to embrace plus-sized bikinis Every woman has a real body, even Victoria’s Secret models Is this the thong’s swan song?