Santa Cruz, CA--The dominant trend in women’s swimwear has long been about sexualization: skimpy suits that are barely functional in the water and primarily serve to objectify women’s bodies.  But for the majority of women, revealing swimsuits undermine their confidence and comfort with their bodies, resulting in feelings of shame, anxiety, and self-disgust.   One swimwear designer, Girls4Sport, is trying to buck the trend by creating hip and functional swimwear in a variety of coverage options that women can feel good about.

A report released last week by the American Psychological Association (APA) found evidence that the sexualized images of girls and young women in advertising, merchandising, and media have negative effects on the development girls’ self image, cognitive functioning, and physical and mental health. 

“The APA report confirms what Girls4Sport has suspected all along: sexualization is harmful to women,” said Girls4Sport swimwear designer Leanne Salandro. “In designing our swimwear and selecting our team riders, Girls4Sport strives to celebrate women as whole beings—recognizing their achievements, ambitions, and healthy lifestyle choices instead of reducing them to mere sex objects.  To that effect, we don’t believe women should always have to be checking, tugging, pulling, and otherwise readjusting their swimsuits to keep from revealing what they don’t want to reveal.”

Girls4Sport’s swimwear bottom designs feature a variety of coverage options, wedgie preventing seams, and wide, flat waistbands that provide extra staying power and create a flattering fit by not cutting into women’s hips.  Girls4Sport’s swimwear tops and rashguards are designed with built-in shelf bras for support and modesty, extra length in the torso to keep them from riding up, and come in a range of flattering cuts.  All of the swimwear fabrics are rated UPF 50+ to provide women with maximum protection from the sun.

For more information about Girls4Sport swimwear and team riders, please visit www.girls4sport.com or call 831.423.8755.

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