For the release of their beachwear line in April of 2013, fast-fashion retailer H&M wanted to try something new. Rather than casting a typical, size 0 model for their ad campaign, the brand hired plus-size model Jennie Runk to star in their ocean-side photo shoot wearing a variety of one and two-piece plus-size swimsuits. Concerned about how their brands would be perceived, no other retailers were brave enough to commit to trying something so radical. H&M's use of a curvy model in their campaign was shocking. Although the responses to the campaign were generally supportive, some individuals criticized Runk for not being "plus-size" enough. These consumers were alluding to the fact that a plus-size model is not the same as a plus-size woman. Models are considered plus-size at a size 8, and consumers typically do not associate this size as being on the larger end of the scale (e.g 12, 14, 16). Nevertheless, by featuring a larger model in their campaign, H&M sent a positive message about inclusiveness and the changing standards of beauty. Ultimately, the company set the stage for other retailers courageous enough to cater to their customer by rebelling against the industry norm.
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