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A nationwide swimwear campaign is helping women reclaim their body confidence WORDS ERIN MILLER Photography: Sarah-Jane Ryan ‘ocking a summer body and walking PR essen te bench swimwear doesn't come easy to all. Nor does trying on a new swimsuit under the harsh lights of a fitting room. More than 40 per cent of Australian women who responded to a survey by The Butterfly Foundation admitted they were dissatisfied to very dissatisfied with their appearance. The survey also found 73 per cent of respondents wished they could change the way they look, Feeling unsure about how their body looks leads many women to avoid or feel anxious about wearing a swimsuit in public. And that is something Anita McLachlan, from online swimwear business Sequins & Sand, has encountered over the phone and by email many times while helping women. choose a cossie. “They'd tell me, in many instances through tears, about how they felt about their bodies and the fear of being seen in public ina cossie’ Anita says “For some women they hadn't been in a swimsuit for over 20 years. Many were ‘wearing their hubby's oversized T-shirts to cover up their body and their shame “They're so used to putting their needs at the bottom of the to-do list that they've lost their swimsuit style mojo’ They feet a bit trapped inside, unsure how to reclaim their sense of self” Anita, who lives in Brisbane, felt like something more had to be done to help women overcome their fears and so began the Cossie Confidence campaign, which is now in its sixth year. “itis a campaign grounded in firm values of empowerment, acceptance and no judgement” she says. "We welcome all ‘women, encouraging them to appreciate they are beautiful ust as they are” The main goal of the online movement is to encourage women to get into their ‘swimmers and dive into life. “Make memories that matter with those who love them exactly the way they are” Anita says. More than 30 women from across Australia have participated in the campaign and its photo shoots since its inception, with many forging strong friendships with fellow participants. “That's the power of women coming together with a common purpose,” Anita says. “They support each other and lift each other up. The Cossie Confidence crew have all joined to help empower other women to dive into their summers again. To feel the joy. They love it when they know they've made a difference and helped women do just that” Anita adds that being part of the ‘campaign photo shoots gives the women a confidence boost “It's a loving push to extend their body and swimsuit confidence further’ she says “Swimwear confidence is a journey. It's not a linear progression. It's steps back and forth and sideways” In addition to the campaign. Anita also runs retreats and a course and fosters online communities to support women on their journey to body confidence — their swimsuit confidence. “Cossie Confidence is a blend of positive mindset and personal style’ she says. "You may think it’s about the swimsuit but it goes beyond that. It's about how you feel and think about being in that swimsuit. You are beautiful. ‘swimsuit ready’ just the way youare’ Penta nua nL et VISIT COSSIECONFIDENCE COM.AU
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