A new bikini campaign is making waves.

Recreating the latest Sports Illustrated cover that celebrates the magazines 50th anniversary, Swimsuits For All decided to come up with a campaign in the famous mag's image.

"We decided to do our own calendar shoot around the idea that curvy women - and all women - are sexy in swimwear and sexy to men," the brand explained to the Today Show.

The now well-received and highly popular ad was photographed on the beaches of Turks and Caicos with plus-size models Robyn Lawley, Jada Sezer and Shareefa J. Together, the team came together to reportedly show what could have been on the cover.

"I think there needs to be more publications and campaigns so that people can look at these things and think 'Wow, I look like these women and they feel confident and sexy and they're portraying my body shape,'" Sezer said in a behind-the-scenes video from the photo shoot.

Dubbed "Sexy at Every Curve," the images are available in a free calendar that spans May through September of this year. Launching on the Swimsuits For All site as of May 27, the images of the models have already been viewed well over 20,000 times.

"The response has been so amazing," the photographer for the campaign said. The brand said there's now talk of a yearlong calendar that may soon be in the works.

"The response has been overwhelmingly positive," Swimsuits For All said. "We have been completely blown away by how supportive the media, women and men have been about the "Sexy at Every Curve" concept, encouraging that having curves doesn't mean you can't look and feel sexy in a swimsuit."