New York, NY–There’s been a lot of buzz about a study from Flinders University in Australia. Researcher Marika Tiggemann released findings that the mere thought of trying on swimsuit can put a woman in a terrible mood.
As a partner in a company whose corporate mission is to create solutions for the very women facing the “Battles of the bathing suit,” the study findings didn’t surprise us at all. Tiggemann described the reasoning behind the swimsuit-mood reaction as “Self-objectification,” namely, women using an outsider’s benchmark to evaluate themselves. Yet with all the resultant media coverage on the study, not one media outlet offered a solution to the problem.
My business partner and I, both female, founded Hydrochic because, like so many women, we know only too well the feelings of self-consciousness, the tug of a meandering bathing suit, the pain of avoiding pool and beach parties altogether, and the band-aid fix of wearing an oversized T-shirt or cover up. We knew that a fashionable and functional solution was possible – and that led to the creation of HydroChic, which offers modest swimsuits for women. We have nothing against bikinis, rather, we created our unique styles – activewear crafted for swim and sport, with mix and match swim shirts, skirts, skorts and shorts, to provide choices for women who are uncomfortable with the very thought of spilling out of their swimsuits in public.
In our planning stages, and discussions about the why’s and wherefores of women’s discomfort in baring their swimsuit-clad bodies, we came to realize that most of our public social interactions are made with clothing on so that is how we feel most comfortable. While bare is considered by some to be “Au natural,” in our culture it is really not a natural state of being at all, which poses a problem for some women who find it uncomfortable and stressful to be bare in a public setting.
Do women compare ourselves to other women? Clothed or not, we do. We use our clothes to cloak our imperfections – which is why companies like Spanx have taken off and are doing booming business. At the end of the day, even the most flattering swimsuit leaves lots of flesh uncovered, trouble spots often revealed – and there are very few women – even the select few whose bodies conform to societal norms of perfect – and fewer still who are actually comfortable baring their bodies. Yet every summer women are urged, cajoled and feel pressured to take their clothes off at the pool or beach.
Modest Bathing Suits for Women
We created HydroChic swim to gym wear to allow women to opt out of the proverbial swimsuit competition that most have not signed up for. When we go to the beach, we go to have a good time, to enjoy ourselves and to be carefree – not to join the swimsuit competition as we walk down the boardwalk. And that, we believe, is why the Australian study resonated so strongly. Because women deserve a solution – and now there is one. It’s time for HydroChic modest bathing suits for women.