Shot in a far-flung location with crystal clear waters, pastel-blue skies and sand as far as the eye can see, at first glance this bikini campaign looks like many others.
But look a little closer and you’ll notice something different about the latest Moana bikini campaign, shared exclusively with Daily Mail Australia.
For the first time in a bikini launch, the Port Macquarie-based designer behind the globally-loved brand Karina Irby has shot the collection entirely without the use of Photoshop.
‘We’re getting real and we’re getting raw,’ the 28-year-old told Daily Mail Australia of the collection. ‘Our new Moana Bikini campaign has gone out of its way to be as close to reality as possible. With the exception of colour correcting we haven’t used Photoshop.’
Port Macquarie-based bikini label Moana Bikini, founded by Karina Irby (centre) has launched a new swimwear campaign with a difference
For the first time in a bikini launch, the Port Macquarie-based designer behind the globally-loved brand Karina Irby has shot the collection entirely without the use of Photoshop
‘We’re getting real and we’re getting raw,’ the 28-year-old told Daily Mail Australia of the new collection (pictured)
‘Our new Moana Bikini campaign has gone out of its way to be as close to reality as possible. With the exception of colour correcting we haven’t used Photoshop,’ Karina said
In the campaign, the 28-year-old has teamed up with the Australian Any Body girls who promote body positivity, Georgia Gibbs and Kate Wasley (pictured)
‘The sooner we recognise what’s heavily edited on social media and what’s natural we’re all going to be in such a better and happier space,’ Karina told FEMAIL
She continued: ‘The sooner we recognise what’s heavily edited on social media and what’s natural we’re all going to be in such a better and happier space.
‘We’re all about flaunting exactly what you’ve got, rocking it with a smile and just being you, without the comparisons. Because, as cheesy as it sounds, at the end of the day, confidence is the most beautiful thing a woman can wear.’
Teaming up with the Any Body body-positive models Georgia Gibbs and Kate Wasley, Karina Irby stars in the Who Runs The World campaign herself – alongside a host of models in all different shapes and sizes.
‘We come in all different shapes, all different sizes, we’ve got long hair, we’ve got short hair, we’ve got dark skin, we’ve got light skin, but we’re beautiful, and we’re rocking it, and we’re sticking together as an army… and that is something pretty spectacular,’ Karina said.
‘We’re all about flaunting exactly what you’ve got, rocking it with a smile and just being you, without the comparisons. Because, as cheesy as it sounds, at the end of the day, confidence is the most beautiful thing a woman can wear’
The new Who Runs The World campaign features models in a whole host of different shapes, ages and sizes
The Any Body Co girls (pictured: Kate Wasley) shot to fame last year, when they first shared a photograph together at Sydney Harbour to promote their message of body positivity
The new campaign features tropically-inspired themes, engaging and alluring patterns and powerful colour blocking (pictured)
It also features a number of new patterns and styles, with plenty of the bikinis coming with reversible styles so that you can wear two bikinis for the price of one
‘Wearing a Moana Bikini makes me feel like a beautiful, boss woman,’ Georgia Gibbs – who modelled in the shoot said
The collection is available online from Thursday 31 May (pictured)
The new campaign features tropically-inspired themes, patterns and colour blocking.
It also features a number of new patterns and styles, with plenty of the bikinis coming with reversible styles so that you can wear two bikinis for the price of one.
‘Wearing a Moana Bikini makes me feel like a beautiful, boss woman. It makes me feel like I can do anything and made me feel that me and my friends – no matter what size, what shape, what background we are – we can all rock our bikini,’ Georgia Gibbs – who modelled in the shoot said.
Others on social media have offered their support about the campaign and why it’s resonating with them
‘Thank you so much for this, I teared up,’ one woman wrote. ‘My whole life I have struggled with body image and I still do. But seeing this made me feel better about myself and my body,’ one person posted
Another added: ‘There are so many different body types and only a small portion gets represented. All bodies are beautiful and should be seen’
Moana Bikini has gone from success to success in recent years
While the campaign launched on Thursday, it has already received a host of support on social media.
‘Thank you so much for this, I teared up,’ one woman wrote. ‘My whole life I have struggled with body image and I still do. But seeing this made me feel better about myself and my body.’
Another added: ‘There are so many different body types and only a small portion gets represented. All bodies are beautiful and should be seen.’
Karina Irby built Moana Bikini from an $800 loan from her father after she was fired from a surf shop retail job seven years ago into a global brand with more than one million followers
The collections often sell out in as little as 45 minutes
This latest campaign has the aim of fostering the acceptance of diversity, inclusiveness, empowerment and positivity
Karina Irby built Moana Bikini from an $800 loan from her father after she was fired from a surf shop retail job seven years ago into a global brand with more than one million followers.
When new campaigns launch, the collections often sell out in less than 45 minutes.
The Who Runs The World collection launches on Thursday 31 May, with an aim of fostering the acceptance of diversity, inclusiveness, empowerment and positivity.
For more information, please visit the website here. You can also follow Moana on Instagram here.