Modcloth's own employees showcase swimwear

Modcloth's own employees showcase swimwear

American fashion etailer Modcloth has attracted a lot of attention with its newest swimwear ad campaign, where founder Susan Koger and several employees showcase the collection themselves.

No Photoshop, all natural

"Why pay professional models when your own company has plenty of women to organize a photoshoot with" is the motto, as Modcloth had no problem finding willing employees to showcase its newest collection of bikinis and bathing suits.

 

Even Sugan Gregg Koger, who founded the retro label with her husband Eric Kroger in 2002, is part of the ad campaign. No Photoshop has been applied to the images, a staple of the company since its "No photoshop pledge" in August 2014.

 

Trying to find its second wind

Ever since its launch in 2002, Modcloth has seen tremendous growth and was even called the fastest-growing American private retailer in 2010. It closed in on a 100 million dollar turnover in 2013, but disappointing results meant it had to let go 120 of its 500 employees in 2014. Ever since, the company has been looking for its second wind.

 

Co-founder and CEO Eric Kroger took a step back on 19 January 2015 and passed the baton to Matthew Kaness, who had been Urban Outfitters's Chief Strategy Officer up until then.

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