Lands' End Launches National Swimsuit Confidence Week

DODGEVILLE, Wis., May 16, 2011 /PRNewswire/ -- Memorial Day weekend marks the start of summer fun and the swimsuit season for many.  However, according to a recent survey conducted by Lands' End, some women actually sit on the sidelines of summer due to lack of swimsuit confidence.  Almost three-quarters of those surveyed (74 percent) confess to missing out on water activities due to lack of swimsuit confidence, while 68 percent often refuse to even get up off the beach chair or towel.  To help women boost swimsuit confidence and join in summer fun, Lands' End, together with hundreds of real women, will launch the first National Swimsuit Confidence Week May 23 – 27, 2011.  The weeklong movement was created to celebrate women of all shapes and sizes as well as educate and inspire them to embrace their swimsuit beauty and have fun this summer.  

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Lands' End has partnered with Curvy Girl Guide (www.curvygirlguide.com), a collaborative website of 21 writers, to kick off the campaign.  On May 23, 2011, the 21 Curvy Girl writers will inspire women across the country by posing and posting photos at www.facebook.com/landsend in their 2011 Lands' End swimsuit.  All women are encouraged to join in the inspiring effort and are invited to include their photos on the Lands' End Facebook Fan Page.

"At Lands' End, we know the one thing that really makes a woman beautiful in a swimsuit – that's confidence," said Erin McCormick, swimwear merchandise manager, Lands' End.  "Each year, we help millions of women boost swimsuit confidence by offering swimsuits in a wide range of sizes to fit, flatter and provide various levels of coverage."

The survey found almost all women (99 percent) believe a suit that fits in all of the right places is important to swimsuit confidence. With swim collections to fit and flatter every body type, Lands' End is a leading authority when it comes to helping women feel confident in swimwear.   The company offers a vast selection of swimsuits in sizes ranging from regular and petite to plus sizes as well as a variety of coverage options, including one- and two-piece swimsuits, tankinis, swim skirts and even swim dresses.

Taking Swimsuit Confidence to Twitter

As part of National Swimsuit Confidence Week, Lands' End and Curvy Girl Guide will take the campaign to Twitter, hosting a Swimsuit Confidence Power Hour.  Each day, May 23 – 27, 2011, Twitter followers can join in at #landsend from noon until 1:00 p.m. CDT, where they will find swimsuit fit tips, inspiration from real women and swimsuit giveaways.

"Our mission is to show women you don't have to look like a model to be confident," said Brittany Gibbons, founder, Curvy Girl Guide.  "We want to inspire all women to be confident in their skin – and swimsuit – they are in, and we are thrilled to be a part of National Swimsuit Confidence Week with Lands' End."

About Lands' End

Lands' End® is a classic American lifestyle brand with a passion for quality, legendary service, real value and a simple two-word promise to stand behind everything it sells: Guaranteed. Period.® Lands' End delivers timeless style for Men, Women, Kids and the Home at landsend.com, 1-800-800-5800, the Lands' End Shops at Sears and around the world. Lands' End is a proud member of Sears Holdings Corporation (Nasdaq: SHLD).

About Curvy Girl Guide

Curvy Girl Guide, at www.curvygirlguide.com, is a community for Real Women with Real Bodies and Real Lives.  With 21 writers of various backgrounds, the site serves as a voice and inspiration for women around the world.  Regular features focus on body image, food, health, relationships, motherhood and fashion.

SOURCE Lands' End