Daughter Swim Butt
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Demi Moore stars with her daughters in a new swimwear campaign for Andie Swim. (Image via Andie/Photo by Cass Bird)
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Andie Swim's latest campaign is a family affair starring Demi Moore and her three daughters.
The 58-year-old actress and her daughters, Rumer, Scout and Tallulah Willis, star in a new photoshoot from Andie, an affordable swimwear company that focuses on providing swimsuits that fit for all body types from sizes 2-30.
Moore shared photos from the shoot to Instagram that featured the famous Hollywood family lounging on a dock wearing the brand's Amalfi One Piece ($95).
"Today is the day! So excited to finally share Andie Swim's new campaign, celebrating togetherness and showing up for the people you love," Moore captioned the post. "It was only fitting that I got to share this moment with the people I love most."
The campaign received praise from Moore's followers who praised the star for their "effortless" summer style.
"Stunning," one follower wrote, while another added, "Classic and beautiful swimwear."
"Talk about a bunch of babes," a fan said.
"Supermodels,"wrote an enthralled follower. "Holy crap! All of you are stunning!"
In an interview with InStyle, Andie founder and CEO Melanie Travis said Moore has been a longtime investor of the brand since it was launched in 2017.
Demi Moore and her daughters model in a new swimwear campaign for Andie Swim (Image via Andie/Photo by Cass Bird)
"Demi was an early investor," Travis said. "We've always talked about what would make sense to do together, and then back in December of 2020 — in anticipation of a successful vaccine rollout and then what would hopefully be a great summer of friends and family, being able to travel, and get together again, across the United States — we felt like this could be the perfect summer to do a campaign together."
Travis said the goal for the campaign was to show that no matter your age or body type, women can "look and feel great" in their swimwear.
"We just really believe that you should be able to enjoy life's great moments and not be tugging at your swimsuit," she added.
Check out more of the gorgeous shoot, and shop the stunning swimsuits below.
Moore and her daughters wearing the Amalfi ribbed swimsuit from Andie (Image via Andie/Photo by Cass Bird)
This classic one piece features removable soft cups and adjustable straps for a comfortable suit you can reach for time and time again.
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Moore wearing the Santorini swimsuit from Andie Swim (Image via Andie/Photo by Cass Bird)
The Santorini swimsuit shows just a hint of skin thanks to its chic keyhole design.
Demi Moore's curated collection for Andie's Swim includes the sporty Malibu suit (Image via Andie)
Andie's sporty one piece features removable soft cups, snap button closures and can double as a body suit for post-swim festivities.
Tallulah Willis wearing the Havana Top and Bikini Bottom from Andie Swim (Image via Andie/Photo by Cass Bird)
This vintage-inspired square neck top features soft removable cups and adjustable straps, while the bottoms provide medium coverage.
Demi Moore wearing the Filji One Piece by Andie Swim (Image via Andie/Photo by Cass Bird)
This cheeky, high cut one piece features an open, lace up back with wrap-around ties for a versatile, adjustable look.
The Wynwood Top and High Waisted Bottom (Image via Andie)
Slip into something that combines style and comfort with the asymmetrical Wynwood Top and full coverage bottoms in a trendy ribbed fabric.
Tallulah Willis lays down while posing in the Rasguard from Andie Swim (Image via Andie/Photo by Cass Bird)
Save your skin from the sun in this sporty long-sleeve shirt with UPF 50+ protection.
The Valencia Top is part of Demi Moore's curated collection of favourites from Andie Swim (Image via Andie)
The Valencia Top provides more coverage than a triangle bikini top with adjustable straps to keep you secure while you enjoy your time in the sun.
The Rio Top by Andie Swim is one of Demi Moore's favourite pieces from the brand's collection. (Image via Andie)
Looking for coverage without tan lines? The Rio's adjustable and removable straps makes this ribbed bandeau a go-to for laying out.
Demi Moore's curated collection of swimsuits from Andie includes this Tie Front Bikini Top and Bottoms (Image via Andie)
The tie details add a little Je ne sais quoi to this bright and sunny yellow bikini.
The Tulum by Andie Swim made Demi Moore's picks for the best swimsuits summer (Image via Andie).
Andie Swim's limited-edition ribbed one piece with thick, cross-back straps comes in this summer-approved melon hue.
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Everything’s on final sale. We’re at the point of no returns.
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How will we remember summer 2018? Drinking straws were canceled. Donald Trump separated children from parents while his inner circle got Watergated. Aretha Franklin departed for a better dimension. And showing one’s butt on American beaches went mainstream.
Maybe you noticed that swimsuit bottoms are receding. The sporty American Speedo and the Brazilian thong for which the wax was named seem to be on a collision course, boosted by nostalgia for ‘80s and ‘90s high-cut-everything. Two years after Teyana Taylor danced in a thong to Kanye West’s “Fade,” the Kardashians are in full, beach-town-postcard-thong mode.
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The rest of us are more likely to have encountered a thong-brief hybrid, designed to generously cover crack but insistently reveal the place where butt meets thigh. The emerging term for this cut is “cheeky,” and the name fits. On e-commerce models and Instagram influencers, scant bottoms make wearers look like the cheeky Coppertone baby whose dog ate her swimsuit.
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Does it work in real life? I have no idea. Swimsuits, more than any other clothes, elude objective analysis. In theory, cheeky bottoms might be flattering, in a leg-elongating kind of way. But, in my experience, they can also dig into flesh, which is not conventionally considered desirable. Revolve's influencers have solved this problem with a pose. They lift their swimsuits off their hips with their thumbs, as if subtly picking a wedgie—a wedgie they might actually have. All but the best fitting cheeky bottoms ride up at the slightest disturbance.
More importantly: it’s 2018, and these concerns suddenly feel outdated. Worrying about whether something is flattering means admitting that looking good equals looking thin—or, in this case, religious about deadlifts—which we all agree should no longer be the goal. We should all feel comfortable showing our butts when that’s the vibe. There’s nothing wrong with our butts!
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How cheeky is cheekier? You’ll find out when it arrives.
Still, you can’t choose your hang-ups, and it can be disorienting to expose a butt you were recently encouraged to minimize. More than once I have found myself in a dressing room, spinning around like a dog trying to bite its tail, wondering where the rest of the swimsuit is. Not long ago, a butt-exposing suit had to be procured at a fancy import lingerie store or accidentally purchased while traveling in a less Puritanical country. Now, H&M and J.Crew feel like Ibiza, with cheeky bottoms innocently on display where the diaper-dimensioned bikinis once were. One can filter Aerie swimwear by “cheeky” and “cheekier.” (How cheeky is cheekier? You’ll find out when it arrives; the model is shown seated.)
If something changed when it comes to butts, it’s hard to pin down. My colleagues tell me showing your butt at the beach is the culture. (It wouldn’t be the first time white ladies like me followed suit.) Maybe 2015’s cut-off denim shorts where your butt hangs out were the gateway bottom. Maybe, amid a growing socialist movement, Gen Z identifies with beachgoing Europe. Maybe we all got tired of self-loathing.
What I do know is that the antidote to stressing about your beach body is, counterintuitively, to actually go to the beach. When I’m out in my (probably unflattering) $18 Amazon cheeky one-piece, it’s hard to remember to worry about how I look. I’m too busy reading a thriller, or playing kadima, or thinking really hard about whether I should reapply SPF or go for a swim then reapply. Squinting at my phone, I can’t even make out how I look in the Instagram photo.
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And, for the Northern hemisphere, there’s no better time to go to the beach than September. Our planetary lean away from the sun brings gentle, slanted, golden light—all-day magic hour, minimal butt-burning. Here on the East Coast, crowds thin and the water is warm and swollen with early hurricane-season waves. Body anxiety loses out to anxiety of a more existential strain—wondering if and when you’ll next get to the beach.
One way to cope is to wreak havoc on a Labor Day sale. If you’ve yearned to go cheeky but never dared, now’s the time to commit. The price is right, and there are probably no returns. Every final sale swimsuit contains the promise of next summer, or of the tropical getaway you swear you’ll take this winter. December is only 91 days away.
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Kat Stoeffel Features Director Kat Stoeffel is the features director for ELLE.com
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Daughter Swim Butt
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