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Pool Rules

Pool Rules

About this Initiative

Architectural swimwear line Chromat is redefining what swimwear means to women and femmes, changing what is a sore spot for many into an empowering symbol for progressive ideals. With Chromat’s diverse Babe Guard leading the charge and ruling the pool scene, summer will never be the same.

The brand, known for its inclusive ethos and cutting-edge design, will launch a new campaign created in partnership with creative agency Berlin Cameron to redefine the typical pool rules and make mass representation the new summer standard. With self-love, boldness and acceptance in mind, here are the Chromat Pool Rules:


1. Intolerance Not Tolerated

2. Body Policing Prohibited

3. Scars + Stretch Marks Welcome

4. All Abilities Accepted

5. Food-Shaming Not Permitted

6. Body Hair Appreciated

7. Celebrate Cellulite

8. No Age Restrictions

9. Respect Preferred Pronouns

10. Unrestricted LGBTQ+ PDA


The Pool Rules campaign was concepted by WPP creative agency Berlin Cameron under the Girl Brands Do It Better division and will be distributed digitally using Quantcast. The campaign was shot at the Astoria Park Pool and features models and industry change-makers Denise Bidot, Ericka Hart, Mama Cax, Emme and Geena Rocero in the newest Chromat swimwear lines that feature a 3XL size for the first time.