While big name designers are still sending scarily-skinny girls down catwalks around the world, retail giant H&M has decided to champion a curvier beauty ideal.
The clothing company’s new summer campaign features Jennie Runk, a size 16 model, in a collection of sexy swimsuits.
What’s more, the retailer has skipped the usually ubiquitous “plus-size” tag that curvier ladies find so offensive.
It’s a move that has delighted shoppers the world over, with thousands writing personal thank you notes to the company’s head office.
The swimwear Jennie models is available in sizes 16-28.
The collection was pitched as “this season’s new beachwear” without a “plus-size” in sight.
Jennie, 24, started modelling at 13.
Jennie says she is “looking forward to the day ‘plus-size’ doesn’t exist anymore”.
“I think separating between ‘normal’ and ‘plus-size’ is getting a little old fashioned.”
The average Australian woman is size 16, like Jennie.
“Plus-size models are not plus-size, we’re just bigger than the average model.”
H&M will open its first Australian store next year.
H&M will open its first Australian store next year.
Jennie Runk for H&M.
Jennie Runk for H&M.
