Michele Casper, Lands’ End


Lands’ End and SELF Magazine Launch Second-Annual
National Swimsuit Confidence Week
Real Women Including Breast Cancer Survivors to Show Off Their Confident
Lands’ End Swimsuit Style on May 21, 2012

DODGEVILLE, Wis. (May 15, 2012 ) In an effort to help women boost swimsuit confidence and join in summer fun, Lands’ End in conjunction with Self Magazine is hosting the second-annual National Swimsuit Confidence Week just prior to Memorial Day weekend from May 21 – 25, 2012. The duo are partnering with the Curvy Girl Guide ( and Beyond the Boobie Trap ( 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.”

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 in their 2012 Lands’ End swimsuit. An editor from SELF Magazine will join the movement by posting confidence photos on to help inspire women everywhere.

Breast Cancer Survivors and Curvy Girl Guide Join the Swimsuit Confidence Movement
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.”

Confidence-To-Go Sweepstakes
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 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 & 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 Café and dinner at Oceans.

Taking Swimsuit Confidence to Twitter
As part of National Swimsuit Confidence Week, Lands’ End, Self Magazine, Curvy Girl Guide and Beyond the Boobie Trap will take 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 ( 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.

About Lands’ End
Lands’ End® is a classic American lifestyle brand with a passion for quality, legendary service, real value and a simple two-word promise to stand behind everything it sells: Guaranteed. Period.® Lands’ End delivers timeless style for Men, Women, Kids and the Home at, 1-800-800-5800, the Lands’ End Shops at Sears and around the world. Lands’ End is a proud member of Sears Holdings Corporation (NASDAQ: SHLD).

About Self Magazine
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. SELF is published by Condé Nast, home to some of the world’s most celebrated media brands. For more information, visit and follow @SELFMagazine on Twitter and Facebook.