Online swimsuit retailer #swimsuitsforall has teamed up with the curvaceous Denise Bidot to launch an unretouched ‘Beach body. Not sorry’ ad campaign that encourages women to feel unapologetically sexy in their own skin — and that includes cellulite.

The campaign video features a sultry, completely un-retouched Bidot with a message of confidence echoed in Ashley Graham’s recent TED Talk in which she told her audience that she’s bold, beautiful and brilliant — even with back fat. Encouraging women to post selfies was a key message in Lane Bryant’s recent #ImNoAngel campaign.

“I love everything about my body … the stretch marks, everything that I thought was an imperfection I now realize is everything that makes me me,” says Bidot, while flaunting her sexy size 14 beach bod in a skimpy two-piece for the minute-long ad. “We want women to let go of their anxieties and step out unapologetically this summer,” said Moshe Laniado, CEO and President of Swimsuits For All, in a statement.

The company encouraged women to post images of themselves on their Facebook page.