H&M shift from waif to womanly model

After years of using stick-thin swimwear models to promote campaigns, H&M has selected Jennie Runk, a size 12 from America in this season’s beach-related advertising for the brand.

While many fashion brands use super-slim, “unhealthily thin” models and even doctor images by tapping into CGI to distort reality, it seems times are changing.

That said, brand reps of H&M are shying away from the topic by saying that Runk was simply the leading swimwear candidate for the line.

“Our aim is not to convey a certain message or show an ideal but to find a model who can illustrate this collection in an inspiring and clear way,” H&M spokeswoman Jennifer Ward recently expressed to Quartz.com.