Retailers have been having a rocky year. While some ads have completely missed the mark (uh, MJB’s Burger King debacle comes to mind), others, like Belvedere Vodka’s rapey ad, were down right offensive.

But somewhere between Vogue Italia’s ode to ghetto haute messes, and FHM’s “dark shadows” disaster, we find a few gems like H&M’s new swimwear campaign which features women–across the size spectrum–showing what their mama and the good Lord gave them.

When I first saw H&M’s new swimwear ad featuring a Vicky P., a bronzed-up, curvy goddess, I nodded my head in appreciation. Like most American women, Vicky is north of a size 8, but unlike many of us she’s standing proudly in her two-piece glowing for the cameras. And as someone who just had the toughest time finding the right bathing suit for my trip to the Bahamas, seeing Vicky looking so damn beautiful gave me a shot of confidence.

In a world in which most women look more like Vicky than Kate Moss, I applaud H&M for reminding us that even if you look nothing like the stick-thin models we normally see (or even if you do), that we should love and appreciate ourselves…no matter what size we are.

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  • tmc

    She is beautiful!!!!!!!!!!!

  • Shanna

    This is mighty ironic! I’m ioving Vicky; but, sorry H&M beauty doesn’t end at a 14 either. I remember when they used to carry Plus sizes as well. What happened there? I currently wear 12 from H&M but I just think this “celebration” of all sizes is just a little less inclusive then it could’ve been especially when they used to cater to everyone. Great Job to ALL the Beautiful Women in the campaign. H&M’s efforts aren’t going unrecognized nonetheless.

    • A Lo

      You are so right! I love that H&M has a voluptuous model but they did get rid of their plus size line. I was disappointed when that happen.

  • Ang

    Why Does H&M Or ANY Retailer Have To Remind/Validate Something That As Women We Already Know ?!

  • sunday

    1.) H&M doesn’t care. They’re banking into an obvious market.
    2.) As someone stated above, the average woman north of a size 6 or 8 doesn’t look like her. While I wholeheartedly agree with not making someone feel less of a human because of how they look I just can’t get with the plus size glorifying, sorry. I lost a grandmother to diabetes and other health issues who swore up and down she was fine just how she was. She died at 65. I know, I know, we’re gonna have someone come in here and say just because someone is skinny doesn’t mean they’re healthy, a bigger woman can be healthier than a thinner one, and so on. The fact of the matter is our bodies are designed with a healthy range for our individual frames, and too many folks in America are missing the mark. It makes me sad really. Sure, they may not have significant health issues now but it will catch up to them in the long run.

    As a side note, I’m interested in seeing the pre-photoshopped pics from her shoot.

  • Hope

    Yes, she looks beautiful but she doesnt represent many overweight women who have flabby arms, stomachs, backs…

    • binks

      True, but if you notice MOST plus size models don’t look like your average plus size woman. Most plus size models are larger (by fashion standards) but in real world standards most PS models are still similar than the typical overweight woman they are just very statuesque and proportional. Also there are claims that many plus size models uses padding to make themselves appear bigger than what they actually are so I never got the notion that plus size models represents “real women” when for most they don’t. But the model looks fab! I like the message H&M is trying to send regardless though, I think people have to remember to take it in context.

    • chanela

      Crazy ironic! i JUST had this discussion on my facebook page last night. the whole “plus size” thing confused me cause most of the models on google images had super flat toned stomachs and looked only slightly bigger than victoria’s secret models. none of them had any backfat to speak of for most of them ,their thighs barely touched together (my personal qualifiers for fat vs skinny). it’s unbelieveable but i guess in their standards they pick women who carry their weight in a way that they don’t have unattractive backfat,cellulite,rubbing thighs,or even double chins.

    • A Lo

      Thank you Binks! Your response was absolutely right. I consider myself a plus size girl and I get somewhat annoyed when a voluptuous woman with no obvious excess fat is considered plus size. The model Vicky represents an average woman who we don’t see often in advertisements or fashion magazines. I’m glad to see Vicky in all her curvy glory. It reminds me how beautiful curves can be when you maintain a healthy lifestyle and exercise routine.

    • chanela

      omg how crazy ironic! i was JUST discussing this on my facebook page yesterday. i guess they only choose “plus size” women who don’t have the unattractive parts about being “fat”. i was confused on what “plus size” is actually supposed to be because i’m a size 7 and even i have unforgiving backfat,cellulite, and my thighs rub together but these plus size models surprisingly don’t. if anything they have flatass toned stomachs, thighs, and arms. it’s confusing.

      yeah i’m done with models. lol