WISCONSINREPORT.COM (05/15/2012) - A Wisconsin company, Lands End, has partnered with Self Magazine, Curvy Girl Guide and Beyond The Boobie Trap, to help boost the confidence of women in swimsuits. The National Swimsuit Confidence Week is being held May 21-25, 2012.

Lands' End and Self Magazine are partnering with the Curvy Girl Guide (curvygirlguide.com) and Beyond the Boobie Trap (beyondtheboobietrap.com) communities to bring the 2012 Swimwear Campaign to life for the second year. The weeklong movement was created last year to celebrate women of all shapes and sizes as to well as educate and inspire them to embrace their confidence and beauty and to have fun this summer.

"Last year, we were inspired and amazed by the women who embraced their swimsuit beauty and participated in National Swimsuit Confidence Week," said Erin McCormick, swimwear merchandise manager, Lands' End.

"The campaign is an amazing example of how Lands' End helps millions of women discover their swimsuit confidence by finding beautiful swimwear styles designed to fit properly and flatter while providing personal levels of coverage," McCormick added.

To kick off the week, the 21 Curvy Girl writers along with more than 20 breast cancer survivors from Beyond the Boobie Trap will inspire women across the country by posing and posting photos at www.facebook.com/landsend in their 2012 Lands' End swimsuit. An editor from SELF Magazine will join the movement by posting confidence photos on Self.com to help inspire women everywhere.

This swimsuit season, Lands' End has partnered with breast cancer survivor, author and founder of the Beyond the Boobie Trap community, Genae Girard, to help identify the best selection of high-quality, flattering Lands' End swimsuits that would suit the various post breast cancer experiences of women.

For the second year, the women of the Curvy Girl Guide will take to the web with inspiring, confident swimsuit photos. Curvy Girl founder, Brittany Gibbons, took the movement a step further last year when she talked about the campaign as a featured speaker at her local TED conference in Bowling Green, OH – wearing none other than her Lands' End swimsuit.

"Participating in National Swimsuit Confidence Week with Lands' End last year was a liberating experience for many of the women of Curvy Girl Guide," said Brittany Gibbons.

"The support we received from women across the country was both inspiring and overwhelming, and we look forward to continuing to encourage women to be confident," Gibbons said.

As part of the National Swimsuit Confidence campaign, Lands' End and SELF Magazine are offering a chance to win a three-night trip for two to Hilton Head Island, SC. Between now and May 28, 2012, simply go to www.facebook.com/LandsEnd and enter the sweepstakes at the "Swim Confidence" tab.

One grand prize winner, chosen at random, will win round-trip airfare for two, a three-night stay at the Westin Hilton Head Island Resort and Spa as well as a variety of "confidence-to-go experiences" ranging from biking on the beach, kayaking and paddle boarding to Heavenly Spa Treatments, dining al fresco at Carolina Cafe and dinner at Oceans.

As part of National Swimsuit Confidence Week, Lands' End, SELF Magazine, Curvy Girl Guide and Beyond the Boobie Trap are taking the campaign to Twitter, hosting a series of events throughout National Swimsuit Confidence Week. Each day, May 21 – 25, 2011, Twitter followers can join in the events at #confidence from noon until 1:00 p.m. EDT, where they will find swimsuit fit tips, inspiration from real women and swimsuit giveaways.

Additionally, Twitter followers that display the "I Have Swimsuit Confidence" badge found on the Lands' End Facebook page (www.facebook.com/landsend) and send a swimsuit confidence tweet to @LandsEndPR will be entered to win a $500 Lands' End Gift Card to be announced on May 25, 2012.

Lands' End® is a classic American lifestyle brand with a passion for quality, service, real value and a promise to stand behind everything it sells. Lands' End delivers timeless style for Men, Women, Kids and the Home at landsend.com, 1-800-800-5800, the Lands' End Shops at Sears and around the world. Lands' End is a member of Sears Holdings Corporation.

Reaching 12 million readers and online users, SELF Magazine informs and inspires women in areas of fitness and beauty, diet and health, style and happiness, to help them achieve their personal well-being goals, and become their vision of their best self.

SELF is the founder of the Pink Ribbon for breast cancer awareness and an ASME National Magazine Award winner for excellence in journalistic achievement in print and online.


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