H&M Promotes A Healthy Body Image By Using A 12 Size Model

H&M has generated big buzz by tapping Jennie Runk, a size 12 American model, to front its plus-size swimwear campaign this season. “Our aim is not to convey a certain message or show an ideal,” H&M spokeswoman Jennifer Ward tells Quartz.com, “but to find a model who can illustrate this collection in an inspiring and clear way.”

Jennie Runk for H&M Beachwear Summer 2013 Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013
Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013 Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013
Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013 Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013
Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013 Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013
Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013 Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013
Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013 Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013
Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013 Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013
Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013 Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013
Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013 Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013
Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013 Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013
Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013 Photo by Ceen Wahren

Jennie Runk for H&M Beachwear Summer 2013
Photo by Ceen Wahren

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36 comments

  1. I have always had to get about 2 sizes up in H&M than in other stores (not great for confidence), which has always left me feeling that they don’t understand a range of sizes. This campaign has inspired me to go there and give them another go. Thanks for sharing!

  2. Very petty girl and a good model too. Nice to see H & M making some kind of effort. I think size twelve is hardly plus size to me. I’m really tall and size twelve? Hardly a plus on a tall girl. She must be short.

  3. worldwifetraveler

    I’m glad I spend my money here – Way to go H & M. Hope others will follow your lead and show women we are all beautiful in all shapes and sizes.

  4. Pingback: H&M Promotes A Healthy Body Image By Using A 12 Size Model | amusemeantforfashion

  5. Its to bad that the model barely smiles on any of the pictures except for one. All the other pictures she simply looks uncomfortable and almost miserable. Thats to bad because she is beautiful. Or is it just me who seem to see that?? B.

  6. MFM – health is not related to the size of clothing you take you know!? It is related to what you eat and do, health can be many different sizes.
    I would love to see more diversity of bodies in the media and advertising.

  7. Pingback: H&M Promotes a Healthy Body Image by Using a Size 12 Model | OhWowYouWoreThat

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  9. koikoi

    Nice idea BUT everything else is not really cool: the photography is pretty boring and uninspired, she seems too self conscious and unconfortable, somehow.

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