Models Direct reviews assignments, products and fashions, and this week we have been looking at H&M’s refreshing new ‘plus-size’ approach.
Models Direct Reviews H&M’s Groundbreaking New ‘Plus-size’ Marketing Approach
Models Direct reviews assignments, products and fashions, and this week we have been looking at H&M’s refreshing new approach to the inclusion of curvy models in their latest campaign for beach wear.
H&M’s new size 14 to 24 swim wear collection is modelled by the stunning Jennie Runk, but there is no mention of ‘plus-size’ in the advertisements, instead the collection is simply referred to as ‘this season’s new swimwear’. Many feel this to be a positive move on the fashion brand’s behalf – including Miss Runk herself: “I think separating between ‘normal’ and ‘plus-size’ is getting a little old fashioned. Plus-sized models are not actually plus-sized women, we’re just bigger than the average model.”
However, some have highlighted positives in the use of the term ‘plus-size’. One lady from Sudbury responded to an article about H&M’s new approach saying: “To be honest, it doesn’t offend having clothes labelled Plus Size. I am a big bird and searching for ‘plus size’ makes it a lot easier to track clothes.”
Miss Runk says: “We’re trying to create a movement for every woman to love and embrace her body no matter what kind of body she has. So much of advertising and fashion portrays only one kind of body, and that’s super tall and super skinny. I think not only should there be more plus-sized models in fashion, there should also be more petite, pregnant, ethnic, etc. Every woman should be represented equally – we’re all beautiful in our own ways.”
Meanwhile CEO of Abercrombie & Fitch Mike Jeffries has recently faced criticism for excluding ‘average’ looking customers from his stores:
“We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that.
“In every school there are the cool and popular kids, and then there are the not-so-cool kids. We go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends.
“A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”
Who has the right idea??