At this point, I think we can all agree that the term "beach body" is outdated and problematic. It implies a lot of negative things—like, the idea that our bodies are in some pre-transformative state. That we should shroud our limbs with clothing and postpone unveiling it until we've dieted and exercised and manipulated them enough to reach some sort of arbitrary and imaginary finish line. But here's the thing—there is no finish line. Whether we're conscious of it or not, that tiny, simple term perpetuates unhealthy thought patterns and encourages us to be unsatisfied with ourselves as we are in this very moment.
The term doesn't just ostracize people based on their size and shape. Think about it the term "beach body" in its historical sense. It implies that a body is not only slim and wiry, but it's also smooth, tanned, and devoid of hair. It's an idea that makes people feel the need to shave, wax, and pluck every remaining strand of hair before hitting the beach. Billie, a female-first shaving company, is looking to change that with its latest campaign, which is all about tackling the body hair taboo.
The campaign is called "Red, White, and Do You," and its purpose is to normalize body hair at the pool or the beach. It comes just in time for Fourth of July beach and pool celebrations. Billie has once again partnered with Ashley Armitage, (who directed the brand's previous "Project Body Hair" campaign) to create a special film, showing a variety of women confidently sporting body hair in their swimsuits.
The purpose of the film is to show people that shaving is a purely personal choice. You don't have to shave if you don't want to, but if you do, Billie has products to help. Not only does it do that, but it also inspires us to hit the beach with a similar IDGAF attitude (wearing cool Mod-inspired swimsuits of course). Watch the full film, below.