H&M's New Ground-Breaking Campaign Uses US Size 12 Model

We have all seen plenty of campaigns that use so-called 'plus-sized' models in the past, so why is H&M's new campaign which stars size 12US model Jennie Runk any different? It's simply because the Swedish company haven't attached the 'plus-sized' label to the images and are instead presenting it as being just the norm. Jennie models beachwear which is simply just beachwear, not labeled as anything different on the company's e-store. 

So, is this just a once-off stunt H&M are pulling to gain positive press, or will they continue to use a mixture of sizes when it comes to their models? We'll have to wait and see what their future campaigns hold!

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