Joules is winning major praise for its latest swimwear campaign

The choice of swimwear on the high street this season is huge – but there’s one particular detail that is making Joules’ latest S/S 19 campaign stand out more than most, and it’s winning the store plenty of applause from customers.

The British fashion brand has made the decision to forgo the airbrush and shoot a range of images that celebrate body positivity, using models of different body shapes to promote its collection, which is available in sizes 6-20.

Joules swimwear

Rimini Tankini Shorts, £22.95, and Roma Tankini Top, £29.95, Joules

‘Women can have complete confidence in Joules carefully considered design details, such as control mesh linings, moulded foam cups, ruching detail and gathered seams,’ a spokesperson for Joules explains.

‘Created to really fit and flatter everybody, the collection is full of colour and the hand-drawn prints Joules are known and loved for. The range includes a variety of swimwear styles such as bikinis, tankinis, swimming costumes and rash vests.’

Joules swimwear

Prudith Halterneck Swimsuit, £49.95, Joules

Followers on the Joules Instagram have showered the pictures with praise, with one writing: ‘So good to see different shapes and sizes represented. Good on you and please continue to do so.’

‘Models with real bodies! Makes me want to spend my money with you,’ a second agreed, while a third commented: ‘Wow. First time in my adult life I have seen real women (with a tum, bum and stretch marks) modelling swimwear. I loved your swimwear last year, but love it even more this year.’

Joules swimwear

Delphine One-Piece Swimsuit, £49.95, Joules

‘Wow! Go @joules – real women. An ad that made me stop & look for all the right reasons. Great work,’ one posted.

‘Consider me influenced!’ another exclaimed. ‘Going to Joules this weekend to spend my money on beachwear!! Awesome; beautiful models and gorgeous swimwear.’

Kendra Bikini Bottoms, £22.95, Joules

The swimwear collection is available on the Joules website now, with prices starting from just £19.95.

However, with shoppers saying that the new images have encouraged them to ge this year’s swimwear from the store, we’d suggest snapping up that suit sooner rather than later, or it might be too late!