Swimsuit models for designer brands such as Victoria’s Secret and Agent Provocateur wear push up bras to defy gravity. The perky, full breasts that fill the brands latest bikini are in fact, supported by lingerie. The tactic ensures that the bikini demands attention from spectators who desire to fill out the swimsuit in the same way. When in fact is an impossible task for the bikini alone to achieve without the aid of lingerie. Of course, the bra is edited out of shot for the final campaign allowing for the target audience to believe that the design will enhance the bust to this level.
“They put a push-up bra under the bathing suit. And we retouch out the bra…a lot of [staffers] would complain because they even did it with strapless stuff. When you’re wearing a strapless bikini, in no way, shape, or form [can] you have cleavage. It’s physically impossible with the way gravity works.”
Industry Tactics Revealed
The revelation is from an industry retoucher who would like to remain anonymous. She explains how the majority of models have A cups yet with the support of a push up bra and retouching have increased a couple of sizes overnight. She was regularly instructed to make the breasts rounder, higher, perfectly symmetrical and larger to provide a false perception. In addition, the swimsuit includes shaping pads and ‘chicken cutlets’ to further enhance the models body shape and chest as a selling point.
The retoucher continues: “If you hold up the bathing suit in your own hand, it’s so heavy because they have all this shit sewn into it.”
Although the unveiling of industry secrets is unsurprising with the fashion world having no limitations to capture the perfect shot, many of us do forget when glancing at the swimsuit models. Many instantly dismiss that the image is false and strive for an unattainable figure. The anti-gravity breasts that populate swimsuit campaigns in that moment are 100% real and we need the bikini NOW!!! All swimsuit brands pull the same tricks, it has become a routine practice that works. Slipping into the bikini and failing to magically witness the perky double D breasts leaves many blaming their own figures rather than the brands hidden bag of stunts. The model probably doesn’t even recognise her own body once the brand has finished with the shot. Even the retoucher falls for their marketing tactics so what hope do the rest of us have.
Who is in the Wrong?
Stubbly armpit hair and bikini lines are also retouched to become immaculately smooth with a touch of a button. Swimsuit models are just like the rest of us with shaving dilemmas, cellulite and spots. Baring all in a skimpy bikini will show every tiny detail and the retoucher simply vanishes these imperfections away. Would the nation really approve with stubbly pubes straying from bikini bottoms? Many believe for the role of the photoshopper to be redundant yet in the industry’s defence the current images sell. During her time at Victoria’s Secret, she recalls the brand trying different shapes and sizes. However, the fall in sales led them straight back to tricks and photoshop.
Who is in the wrong? The consumer or the brand?