Ashley Graham Cast Her Mom in Her Latest Swim Campaign

Ashley Graham has always been about shaking up beauty standards—whether it’s on the runway, with her makeup, or through her collaborations. In her latest campaign for her Swimsuits for All line, the 30-year-old continued to build on this message by bringing on a very special model to appear alongside her: her mother, Linda Graham.

That’s right, folks: Two generations of Graham women star in this Swimsuits for All ad spot, titled “Power of the Journey.” The duo traveled to Morocco to pose in colorful swimsuits and patterned cover-ups and, from the looks of it, have the time of their lives. The result is a body-positive, age-inclusive campaign to celebrate Graham’s fifth collection for the swimwear brand.

“What I want is for women my mother’s age to feel empowered and to know that they too can look just as hot in a one-piece, a two-piece, or string bikini,” Ashley told Vogue about the casting. “I believe that beauty is beyond, age, race, or size, and it’s not a trend—at every stage of your life, you can feel beautiful.”

According to Vogue, this campaign marks the the first time the two Grahams pose together professionally—and, also, the first time Linda wears a string bikini, one of the silhouettes featured in the resort 2018 collection. “Here I am at 53 years old and in a hot pink string bikini [on set], but I was kind of in love with that swimsuit!” she recalled. Linda added that having her daughter on set certainly helped with the whole experience: “It was so comforting having her there, making me feel comfortable—it’s funny how the tables have turned.”

As for Ashley, cheering on her mother through their first photo shoot together felt like a full-circle moment. “[My mother] was with me from the start and helped me through all the trials and tribulations it took to get to this point,” the model explained, “so being able to have her actually in front of the camera with me and modeling my designs felt like such a surreal moment.”

“My mom has been my role model since childhood and has played a vital role in developing my confidence,” Ashley added in the press release for the collection. “She promoted body positivity in our household before it was a movement. Her feel-good attitude toward her own body has shaped my ability to remain positive and self-assured. I could not think of anyone better to join me in celebrating beauty of all shapes and sizes in this campaign. Plus, she’s hot and looks incredible in the suits!”

Ashley Graham’s latest collection for Swimsuits for All drops on February 5. The 13-piece capsule will be available in sizes 4 through 22, and priced between $102 and $108. Check out some more of the dynamic mother-daughter duo in their joint campaign, below.

Ashley Graham Just Opened Up About Her Own Horrible #MeToo Story

Ashley Graham on the Difference Between Tokenism and True Size Inclusivity on the Runway