Jolie Lee

USA TODAY Network

One swimwear company wants to show curvy is beautiful.

Swimsuits For All re-creates the 50th anniversary photo of Sports Illustrated's swimsuit issue, using plus-sized models.

In both the Sports Illustrated photo and the Swimsuits For All photo, the women wear only bikini bottoms, with their backs to the camera.

"We've come to a point as a society where we've realized that there is no ideal woman's shape or body," Moshe Laniado, president of Swimsuits For All, said in an interview with USA TODAY Network. "Women come in all different sizes and shapes."

The image, which first appeared as part of a calendar and on the company's website last week, has gotten "overwhelmingly positive" responses, Laniado said.

Laniado said he thinks the fashion industry, and the swimwear industry in particular, needs to break the mold of what its models look like.

Laniado dismisses any suggestion about promoting unhealthiness as "an old way of looking at things."

"Women of all sizes should feel confident and sexy and beautiful in their swimsuit," he said.

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