Knix dropped its new “anti-perfect” swim collection and campaign on Feb. 13, bearing the theme of “swim so good you forget where you are.”

The campaign, launched with agency partner Common Good, features closeups of blissful moments that, once the scene pulls back, reveals the unexpected. Knix’s vice president of brand Luke Vachon tells strategy the campaign leans into the brand’s overall messaging, that it’s “not about perfection or exotic destinations,” but how you feel in the moment.

Knix has always been about opening up conversations, making people feel included and shying away from perfectionism, he adds. “Knix has always done things differently – celebrating real bodies, creating innovative products and empowering people to feel confident and free,” he says, adding the latest campaign “stays true to that but adds a fresh dose of levity. It’s bold and playful, yet effortless and authentic – meant to strike a chord.”

It’s particularly challenging to launch a swimwear campaign in February, Vachon adds. “Swim is one of our strongest categories, but seasonal shifts can make it feel out of sight, out of mind, especially in the middle of winter,” he says. “This campaign flips that by injecting escapism, keeping swimwear exciting and top of mind.”

Last summer, the brand launched the second phase of its “Sport Your Period” campaign, with agency partner Rethink. It was designed to help remove the taboo around menstruation in sports. To show that periods in sports are normal, Knix offered a sponsorship program where elite athletes are invited to publicly talk about competing in sporting events while on their period, with the brand offering to pay them every time they do.

Vachon says that customer feedback often informs the direction of its campaigns, including the latest. “Our customers love our swim collections, so we wanted to kick off the year with something fresh and fun,” he says. “‘Swim So Good You Forget Where You Are’ puts a playful, subversive spin on high-fashion swim photography – glamorous at first glance, but with unexpected settings that add humor and relatability. We wanted to break through the noise with a message that resonates. Knix swim is designed to make you feel good.”

The campaign is running owned and operated channels, digital OOH, Meta, TikTok and Youtube pre-roll.