Curves are in—and apparently, Sports Illustrated got the memo.
Ashley Graham is making history as the first plus-size model to appear in the mag, flaunting her killer frame in a tiny black string bikini designed by swimsuitsforall, a FULLBEAUTY brand and an online swimsuit retailer for curvy women.
The swimwear store, which previously recreated the 2014 cover with plus-size models, has unveiled the new #CurvesinBikinis ad campaign in the pages of SI, marking the first time a plus-size model has celebrated her curves in the annual swimsuit issue, which was first published in 1964.
And while it may be Graham's first time appearing in SI, it's safe to say this isn't all we'll be seeing of the supermodel, whose impressive resume includes Elle, Glamour and Harper's Bazaar.
"I know my curves are sexy and I want everyone else to know that theirs are too. There is no reason to hide and every reason to flaunt," Graham said in a statement about the campaign. "The world is ready for more curves in bikinis. swimsuitsforall helps women feel confident and sexy in swimsuits and I am so thrilled to be a part of the #CurvesinBikinis campaign!"
According to a press release, the launch of the campaign "signifies the beginning of the Curvy Girl Era," and women are encouraged to use the hashtag #CurvesinBikinis to flaunt their figures on social media.
"Tastes and body types change over time and curves have never been more 'in,'" Moshe Laniado, CEO & President of swimsuitsforall said in a statement. "There is no better way to celebrate and show off than by donning a bikini. When the #CurvesinBikinis ad in Sports Illustrated is released, the world will be watching and they'll like what they see."
Not only is Graham changing the conversation about women's' bodies simply by posing for the mag, but she's also spoken out about society's unrealistic skinny standards, making it her mission to be a voice for young women who don't fit the pin-thin mold.
"There needs to be more education in schools, because that's where eating disorders start. It's not just about being healthy; it's also about loving who you are," she told The Edit. "We need role models for young girls who say embrace your curves, who cares if your body isn't perfect?"
The Sports Illustrated Swimsuit Issue hits newstands February 9.