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H&M Praised For Choice Of Model In SS19 Swimwear Campaign

Brands are slowly wising up to their responsibility to represent women in all their shapes and sizes, and H&M seems to have taken note with its latest campaign casting.

The fashion retailer has been praised by fans for championing diversity and shunning age-old beauty standards with the model for their latest swimwear campaign.

One commenter applauded the Swedish fashion giant for its "Great model choice," while another said, " Finally some realistic models!"


Another called for "More beautiful women like this please".

The campaign shots see model Jill Kortleve posed casually on some rocks wearing the brand's white floral Super Push-Up Bikini Top and Tie Tanga Bikini Bottoms, and it's safe to say she looks amazing.

Jill is managed by model agency MiLK Management, and falls used the agency's 'Curve' division.

This makes her a size large, or 16-18 according to H&M's size guide which promises to be in line with UK size measurement standards after the brand received complaints from customers about its sizing.


While many praised the brand's use of a 'real' model, many others made the point that using that exact terminology is problematic, correctly stating that all bodies are 'real' bodies.

One person explained: "Some of you have completely missed the point. Real women are all women. Size 0 is a real woman. Size 22 is a real woman.

"Women with bones and women with curve are all real women and we all have our own story about out own bodies. We all have our own hang ups and things we love about our bodies and each of us have our own Journey (sic)."

Another said: "Wtf (sic) is "normal" or "real" some of us naturally skinny girls can't help that we aren't thicker. Calm down everyone."

Credit: H&M
Credit: H&M

It's not the first time H&M have promoted realisitic-looking bodies, using models with stretchmarks, moles and body hair in its e-commerce - all features which the majority of other fashion brands tend to airbrush out.

H&M follow a growing list of retailers such as ASOS, Boohoo and PrettyLittleThing who have also chosen to show these features in their imagery.

Now can more brands take note, please?

Featured Image Credit: H&M

Topics: Life, Life News, Fashion, h&m

Ciara Sheppard

Ciara is a freelance journalist working for Pretty 52. After graduating from the University of Sussex, Ciara worked as a writer at GLAMOUR Magazine and later as the Assistant Editor of Yahoo Style UK.

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