aging · beach body · beauty · body image · fitness · swimming

Take your batwings and fly far far away

There’s an ad in my newsfeed that seems to greet me each morning. It’s an ad for very modest bathing suits targeted to older women. Each morning it makes me grumpy.

The bathing suits are fine. They’re not to my taste. (That phrase makes me smile because it’s what my kids used to say, when young, and served with a dish they didn’t like.) So no judgement, you wear one if you want, I won’t say a thing. They’re just large and drape-y and cover a lot of skin.

I’m not the only blogger getting such ads in their social media newsfeed. It’s almost as if active women over fifty were their targeted demographic. Catherine blogged in September about women over fifty wearing whatever we want in the water. And just last week Martha blogged about an ad campaign that shows naked bodies of all ages and shapes moving in a variety of ways. She also commented on the bathing suit ads.

Writes Martha, “It’s sad because not ten minutes after I started searching for a link, I got an ad in one of my news feeds for Bathing Boomers swimwear, swimsuits marketed to mid-life and older women to camouflage their “lives well lived.” The web copy says the goal of the company is to help women feel dignified, stylish and confident by hiding all the problem areas (the jiggly bits and bumps).

Here’s a newsflash: you don’t make women feel confident by saying parts of their body are a problem. I think I’ll add Nova’s ad to my happy video stream just as a reminder that all bodies are beautiful in their own way and we don’t need to hide anything regardless of how we are shaped.”

Now there are all sorts of reasons for preferring more coverage, protecting against sun exposure being an excellent one. But that’s not the reason this company offers. Instead, their pitch is making life more relaxing by covering up our aging flesh.

The ad reads: “It’s a long overdue gift for women of a certain age who are ditching the denial and diets and now can look at a glass of wine without seeing 300 calories in every pour. We are all on board for a concept that embraces aging bodies, bat wings and all.”

A gift? Last I checked they’re for sale and we buy the swimsuits.

Bat wings? Older women don’t have batwings. We have arms. Some are large and some small and they come in different shapes. Arms don’t need labels. They’re arms. That’s all.

See Cankles, more broken body parts you can feel bad about, or please let’s just stop and Bingo wings and dinner plate arms: Let’s put our wit to work elsewhere.

Also Let’s label all the body bits and have fun with it! and Sam rejects your ‘amazing arm shapers!’

I am not going to buy anything that use body shame as a marketing tool.

Unless you meant bathing suits for actual bats.

That I’d like to see.

Bats, sleeping, upside down, as they do. Photo by Rodrigo Curi on Unsplash

One thought on “Take your batwings and fly far far away

  1. Oh dear, the person who came up with that thinks they are very clever 🤔 I am often turning off the targeted ads or tracking, I really don’t think it works as I still get them over and over.

    Liked by 1 person

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