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H&M Annouces Commitment To Ladies Of All Shapes And Sizes

In a win for ladies of all sizes, H&M CEO Karl-Johan Persson has admitted that the model’s chosen in past H&M ad campaigns have been overly thin. In a recent interview in the daily newspaper the Metro, Persson owns up saying, “Some of our models have been too skinny. That’s not OK.”

Speaking for the mega-brand, the CEO went on to admit that a spate of conscience was involved in this new take on what’s beautiful, saying that the influence and size of H&M gives the company a responsibility to the industry and women everywhere.

“We have a huge responsibility here. We’re a large company, many people see us, and we advertise a lot… I believe that the models in our advertising should look sound and healthy. There are models who are too thin or obviously underweight, but there are also those who’re just thin, and they’re the ones we should keep working with, as long as they look sound and healthy,” he said.

Sound and healthy sounds more than reasonable to us, and also to the famous face of their latest summer model, Beyonce, whom Persson pointed to as an example of the healthy body image H&M has now chosen to strive for.

“We want to show diversity in our advertising and not give people the impression that girls have to look a particular way. By and large, I think we’ve succeeded: we’ve many different kinds of models from different ethnic backgrounds. In our last campaign we had a somewhat more buxom model, and now we’re using Beyoncé, who’s a bit curvier as well.”

And with Bey-Bey’s “no Photoshop policy — as reported by Vogue UK —  it looks like the super-star and the fast-fashion giant are finally on the same page.

“It’s not just about maximizing profit; you have to do it in a fair way, too,” he says. “I want to feel proud today and when I leave H&M and look back at what we’ve done. I want to feel that we were the just company regarding our social responsibilities: caring about the environment, choice of models, social issues.”

Now that’s a welcome change from the heated comments of Abercrombie & Fitch’s CEO. Let’s hope H&M stays true to their word on this one — a big win for ladies of every size, shape and color.

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