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H&M embraces the soft and curvy

H&M Quiet Integration of Plus-Size Model Gets Loud | PLUS Model Magazine.

I love reading articles (like the one above) about how companies are using a wider range of body types, ages, and ethnicity to market their products whether in store or in print.  I especially love it when it’s one of my all time favorite clothing stores, H&M!


I think what I love most about the new softer model in the above ad is she looks curvy and healthy and still has some adorable flabby flesh in her midsection.  Most plus sized models are toned and probably photoshopped to be a larger version of a “perfect” model.  The stomach is one of the toughest place for most women (and men!) to lose weight once they get past 30!  I think most women can relate to the image of the model on the right.  Seeing this woman embrace her “average” shaped body and own her sexy & healthy body in a bikini, most of the female population will hopefully learn to do the same.

The buzz with this H&M ad right now is how it’s not loudly displayed as a “plus sized” photoshoot and the company did not set out to draw attention to this choice in models.  The swimwear is not labeled “plus sized” swimwear and there is no obvious label on this advertisement spread to that effect aside from the subtle + sign after the H&M.  The larger model is an above average model sized woman, a size 12 standing at 5’10”, which has always been the size labeled as “plus sized” in model land.  A size 12 is actually one size below the American average size of 14.  The model, Jennie Runk, actually gained weight to become a model in the “plus sized” category but hopes one day that the term “plus size” doesn’t exist anymore. I love that mindset.  I bet Kate Moss is rolling over in her grave…oh, she’s still alive (and actually looks much healthier these days yay!).  All in all, this is one great step towards body acceptance.  I’m yet again pleased with the marketing decisions being made by this trendy and affordable company.

A while back my social media feed blew up with the photos and articles about the Swedish store with plus sized mannequins.


I naturally approved of this body size variety, but realized they are not the pioneers in larger sized mannequins.  Lane Bryant has been the leading fashionable option for curvy girl fashion forEVER and use appropriately sized mannequins to showcase their 14+ sizes.  I think it’s not recently recognized because they have always been a “plus sized” clothing company, but they too should be applauded for traditionally showing their clothing on average body sized mannequins.



About Pretty Patina Photography

I am passionate about vegetarianism, exercise and movement, yoga, cats, media, meditation, abandoned locations, and libraries.

7 responses »

  1. Really enjoyed reading your thoughts on this! I agree 100%!

  2. WorkingUpTheCurve

    Reblogged this on workingupthecurve.

  3. Pingback: Skinny Fat? | Happy and Healthy Kate!

  4. The mannequins are not H&M, it is the swedish store Åhléns.


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