Women in swimsuits: a fantastic new sportswear campaign from Speedo
Speedo’s I’m a Swimmer campaign
How brilliant to see this positive campaign from Speedo with realistic, happy images of women in their swimsuits. According to research by the World Health Organisation 40% of women in the UK aren’t getting enough exercise. This is partly due to the lack of ‘places and spaces that are affordable and convenient.’ And Sport England (creators of the fantastic This Girl Can campaign) has found that when it comes to exercise more than half of women say that they are stopped from exercising, at least occasionally, by worrying about what others think. I’d suggest that lack of time and family commitments affects women in midlife, too. This is all quite miserable and frustrating. So, what can be done?
Encouraging advice, podcasts and research can be found on the Women In Sport website HERE. And there are ’25 tips to keep moving when life gets in the way’ HERE. Seeing realistic images of women exercising, women who look a lot like we do: different ages, shapes, sizes and ethnicities, sends out a powerful message. This is what we look like, this is how we exercise, get over it and get used to seeing it!
I’ve been asking for increased diversity in advertising campaigns ever since I started That’s Not My Age, and whilst we’ve seen change from some of our favourite fashion brands, sportswear has been seriously lagging behind. But, here we go, Speedo’s I Am A Swimmer campaign shows signs that we’ve finally left the starting blocks.
Another great swimwear brand to look out for – with inclusive sizing (up to an HH cup) and interesting designs – is Deakin & Blue.
Discussion (38 Comments)
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Helen says:
Can I give a big thumbs up to Deakin & Blue? Because their swimsuits have a higher neckline they are potentially very suitable for those of us who’ve had mastectomies. I contacted them about this and they replied very promptly to say they will provide their suits with pockets for a prosthesis – free of charge!
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Nicola says:
Although good for sunbathing Jenny. I have a couple of balconette style swimming costumes that leave a stripe across my cleavage if I get any colour!
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Mrs Tonia says:
Glad to see your promotion of Speedo’s body positive I’m a Swimmer campaign Alyson.
I’m a swimmer and I have several Speedo Body Sculpture bathing suits, very good for staying put and not falling to bits in chlorinated pools. I used to belong to a fancy gym with indoor and outdoor pools and regular aquaerobics classes. Now on a leaner financial regime, instead I swim lengths in the local leisure centre which is inexpensive and okay, though no fancy changing rooms. Then in the late spring/summer months I swim in a heated fifty metre outdoor lido pool located nearby. Last summer I took regular weekly aquaerobics classes there. Plan the same for 2020. -
Rhizophora says:
Thank you for this excellent post Alyson, exercise is so important and swimming is such good exercise. And Mrs Tonia I appreciate the Speedo sculpture suggestion (although it doesn’t appear to be readily available in North America). I’m a swimmer and a middle-aged, single mum with a professional career who is pressed for time. I was somewhat disappointed in the Guardian article. It was mostly advice about keeping oneself motivated, and with the exception of one tip, it presupposed that one can find time to oneself. Hint to Speedo and the Guardian: I’m sure many of us could use practical tips for getting exercise when truly time pressed and with children in tow. For example, I’d love tips for how to swim while keeping an eye on a primary school aged child. I usually have to place my child in the lane with me. Recently to keep her occupied, I told her she was my “coach” and had her walk along side the pool and call out suggestions for improving my form. But I’d love other ideas.
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Lesley Somerville says:
Joe Wicks aka The Body Coach has a great YouTube channel with lots of exercise ideas that children can join in with. He’s on a mission to get everyone more active and is a really cheerful, positive person if you haven’t seen him, like a ray of sunshine.
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I’m guessing it’s the Bridget
https://www.johnlewis.com/speedo-brigitte-swimsuit-black/p3613224And great article – swimming replaced running for me after I realised it played havoc with my knees etc. I also love walking and make it a big part of my commute to get exercise if I can’t have a swim
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Tillikins says:
I’m a regular swimmer and Speedo swimsuit owner and my only observation on a very good article is that the women are pictured in plain black costumes. To me, this suggests that when you are a certain age bright coloured costumes are not for you and to be a serious swimmer you have to wear a dark, sensible coloured swimsuit. I would have liked to see the models (or one of them) in some of the brighter Speedo costumes available. I choose bright costumes when I go swimming because they cheer me up when I put them on and at 62 I don’t think anyone is looking at me so I can be as bright as I damn well please!
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I agree about the colourful ones available but when I think about it most of mine are black or grey but with coloured straps and or banding though I did have a violet Speedo one. Sculpture range with very useful stomach control and reinforced top for the larger chested like me seems to have now been rebranded as something else. I did check out the website some nice models of costume and coloured ones too but I wouldn’t buy without trying on so I could check leg length and overall fit. Another brand I like and have bought at a French sports shop on holiday is Arena who also make good thick rubber swimming caps with a chin strap. Not madly fetching but good for keeping water out of your ears, insulating your head and keeping chlorine off hair especially with hair dye.
Arena has some colourful variants too. -
Oceandeep says:
Totally agree with Tillikins, I don’t wear black it’s too depressing to wear and look at. I wear lots of colour and want my swimsuits to be the same., it’s cheerful and gives you a happy disposition
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maudie says:
How refreshing to see ‘ordinary’ bodies. It is far easier to relate to and make a purchase than having to ‘translate’ tall, skinny and beautiful models into real life. I personally think that if more companies used this approach they would potentially sell more and not less. Most consumers (espesh. TNMA-ers) are not fools to imagine that we can (or would even want) to look like models. Rant over!
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There was some research done a few years ago, Maudie, that showed customers are more likely to buy products (and in this case go swimming/exercise!) when they can relate to the models .
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Catbird Farm says:
I was recently shopping online for a one-piece swimsuit and was saddened by the lack of practical choices. I want to actually swim, not display semi-private or private parts of my anatomy. Hence I want a really high, smooth neckline, no faffy straps at the back to get twisted up, and I want the cut of the leg openings modest enough that I’m not tugging them down to cover butt cheeks or pubes. Actually, I’d love little shorts. Also, I much prefer black or navy, solid and plain. No screaming colors or patterns, no bows, no ruffles, no peekaboo netting. Why is that so hard to find? Men don’t have to deal with this crap – they can pull on some big baggy shorts that cover everything with room to spare and then just go get on with it. Why do women still put up with being forced into “display” clothing? Even the better choices still aren’t good enough, imo. Sorry to be a grump about it! Can you tell I’m frustrated?
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karen says:
try Land’s End (they do/will ship internationally) and if your in the US try the Vermont Country store
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Angelina says:
Hi Catbird Farm, have you looked at the Speedo “Endurance” boy leg swim suit? That should tick the boxes for you and it’s comfortable to swim in. If you are tall/long torso you might want to size up.
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Trish says:
Board shorts, swim shorts, or a rashguard. If it is very sunny then I wear the longer legging style rash guard instead of loading up on sunscreen. Lole, Patagonia, and other sports oriented brands carry them. You can easily find them on sale especially at the end of the season. One can wear a tankini top or rashguard top with the shorts. I always size up on the shorts for comfort.
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Catriona Mowat says:
Endorse Land’s End suggestion. I have the extra long cossies and as someone who likes to swim crawl and backstroke they stay in place and don’t slip down ever. I think they’ve just widened their range to be more colourful too.
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Rosemary Eychenne says:
Good article, Alyson. Swimming is a great way of keeping fit and good swimwear can be difficult to find. I swim once a week at our local pool and a couple of weeks ago bought a rather snazzy tummy hiding new swimsuit. I had tried it on in the shop but when I got back home and tried it on again, I couldn’t wriggle out of it. Imagine what it would have been like if it had been wet ! So back to the shop it went. Shame really as it was a lovely polka dot coffee and white number. Hey ho !
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Lovely swimwear modelled by beautiful yet relatable women – well done to Speedo. I will be looking out for this range.
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Elizabeth Green says:
Lovely to see those real women, but agree with others about the black, and also the v neck swimsuit is not a very practical option, I had to get rid of a v neck tankini top after I constantly fell out of it whether in or out of the water. Speaking of which I would like to see some practical tankini’s, I hate having to take off everything to go to the loo. I also hate really thick linings (takes hours to dry) and padding which you can’t remove. My husband’s swim shorts are made of fabulous fabrics which dry in no time and are, practical when on holiday, in the sea or by the pool., whereas we women are stuck with masses of thick wet fabric. A great article, long overdue, I’m going to investigate the other brand you mention too. More of the same please!
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Kris says:
Elizabeth, try Nike Swim. There is quite a number of tankinis. Scoop necks, board shorts, colours, strap options.
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Tinkerbell says:
The new Speedo range is to be welcomed BUT Speedo costumes are notoriously small. A 40 is supposed to fit a size 18 but all my swimming friends say it’s actually no more than a large 14 in real terms.
Also Swimming in a v neck suit when you have large breasts makes you very vulnerable to popping out and no one wants that! Seems like Speedo are trying to break into the leisure suit market rather than the swimsuit market and that’s fine but let’s not kid ourselves that these suits are for doing 25 lengths at a time. Fine for posing on a board with your legs in the air possibly but has anyone seem that at their local pool?
M&S have introduced new swimsuits which have a higher round neck but they have a zip in the front which, according to the reviews, comes undone!
So what’s the gap in the market? Simply styled suits designed for swimming, in bright colours, with higher necklines, in a larger range of sizes would be the holy grail.-
Helen says:
Bravissimo is my choice for colourful,keep everything in place swimsuit/bikinis,well worth a look.
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Sal says:
You might also like to take a look at the Lands End website. They have swimwear to suit all body shapes and they have some great patterns and colours too.
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Meredith Lyndon says:
As a competitive swimmer, I swim 4 days a week 1 1/2 hours each day. I am a 63 year old, 5’8″, 205 lbs, with a larger bust. You want color and different suits that you can swim in with body parts all covered? I recommend the brands TYR, Nike, Arena, Sporti and Dolphin Ugly. Speedo does run very small, the above run true to size. I use the website Swimoutlet.com. they have everything that you need for beach, pool and competitive swimming. The suits dry in a flash, but warning- there isn’t support ( shelf bra) at all, my suits are snug…. so they don’t fill with water and they keep my bust in the area I want them to be. Happy swimming!
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This is the first time I’ve commented on TNMA. I love the posts and pictures . I am a regular swimmer and aquacizer and have been for over 20 years. Try H2O Wear.com. Lots of great size, style and color options . Good coverage, stays put in the water, very long lasting inspite of chlorine. Great customer service. If you call and give them your measurements, they can recommend the right size, including long torso . Happy swimming!
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Shropshirelass says:
Interesting article and resonates with me as started swimming at 59 at an adult learner class at my local leisure centre. Just under 2 years on am a very competent swimmer and can dive and am learning butterfly. I invested in Zoggs racer back costumes in jazzy prints – is a very secure style although tricky to get on and off. Fashy do retro style bubble swim caps which come in assorted colours, do not snag your hair or give you a headache as too tight!! Also they keep the bulk of my shoulder length hair dry – despite all the underwater stuff and I have Cressi goggles which are intended for open water swimming and fit across the forehead and cheeks. Avoids the sensation that your eyeballs might pop out when you prise them off !!!
Anyway – these are my recommendations for practical swim kit for real swimming. May be of help to someone reading this. -
Maisie says:
I live by the sea in Greece, so all my swimming is done in summer, no indoor pool here ! ( Would be wonderful to swim all year round ) What I’d like in a swimsuit is fabric thin enough to dry quickly. With a degree of tummy control but not so much that you need a gym session to get out of when it’s wet.
Also the top to stay in place, and leg holes that protect my modesty. I found all that in a Boden boy leg one-piece which also happens to be in a retro spotty design that I love. Problem is they’re not making this style any more. Actually I’m usually one of the few women on the beach in a one-piece, most seem to favour bikinis, even the older women, and they don’t seem to worry about flab, wrinkly bits, at all. At 70, I don’t feel that comfortable about stripping off for the beach, but then I look around and think ” well so what !” -
Allie says:
Great post, thank you. I’m not a great swimmer, but I started ballet fit 2 yrs ago, aged 59. Have also started beginners grade ballet for adults too, as well as over 50s circuits classes. Finding a decent sports bra, ( D cup) has been challenging. Also, lots of pretty yoga and dance wear is designed for the young – gap in the market there?
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In response to Tinkerbell and others, I’ve done serious length swimming and Aquaerobics jumping up and down in previous versions of Speedo swimsuits without falling out of them ever.
I saw some interesting swimwear in my local Bravissimo shop today. Some pretty ones and tankini type in good colours and patterns mostly with underwired tops also a Speedo version that I haven’t seen elsewhere in black but with coloured straps and multicolour side panels but with internal underwires. I was told it starts at E cup size. It might be worth looking at the Bravissimo website. They do a whole range of sports bras, in the better known brands, there also but addressed to the larger breasted. It’s a helpful shop with fitters to bring bras to the changing rooms and negligees to wear while undressed. I had a positive experience there after trawling through websites for a sports bra that wasn’t too squashing and didn’t require dragging over the head, as previous ones I’ve owned do.
Nike Swim make modesty swim wear now with high necks, long sleeves and long legs as well as head coverings. I read a profile/ ad for these in Vogue. -
Joan Jackson says:
I love Coolibar from Austrailia. Their rash guard tops and swim tights are comfortable and flattering. The outfits are perfect for swimming and just hanging around the pool or beach. I dont know if English dermatologists try to encourage more sun protection, but I think we all need to consider the health of our skin. Anyways, after buying and wearing swim tights, I won’t ever go back to wandering around in, basically, underwear again!!
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MaureenC says:
The Deakin Blue swimsuits look fabulous (and I love the Speedo campaign) but I’ll have to wait and see if they have a sale! I think Landsend have already been mentioned, they go up to an 18 and their sizes are accurate, lots of colours and their “tug-less” range do what they say on the tin. I swim a lot (kids are grown up) so I have four of their costumes and they’ve all been good.
When my kids were young I used to have the swimming equivalent of play dates with other parents so one of us could have a proper swim while the other one watched all the kids otherwise a trip to the pool is soooo frustrating as you just hop from foot to foot in the shallow end.-
I just followed up the suggestion of Lands End swimwear. The chlorine resistant, tug-free, coloured patterned suits look really good and a reasonable price.
And there’s a good range of sizes and body shapes available. I may break out of the monochrome I mostly wear and order a more cheerful new one. Only problem may be the bust size and having cups in it. I prefer not to have those and prefer something closer fitting. We shall see.
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Janet says:
I’ve had a Speedo swimsuit for a few years, it has been used in my local indoor pool weekly, summer and winter and is still in good condition. I enjoyed the Speedo ad, as it does show real sized women in swimming costumes, which should encourage women to get swimming. It is excellent exercise, after all. My attitude is that once you’re in the water and moving, no one actually cares what you look like, they are too busy doing their own stuff.
LK 
Isobel 
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This is great, but can they please design swimsuits with higher necklines, these are so low. Once you get in the water you spend half your time scooping yourself back in!