After being slammed for their use of stick thin models, H&M appear to be getting their act together by modelling a new ‘Bootylicious’ look with the help of Beyonce and her killer curves.
Beyonce’s fronting H&M’s summer campaign, the first after they vowed to use healthier models. “Some of the models we’ve had have been too skinny. That’s something we think a lot about and are working on. We’re not blind to the issue. But I have to be honest and say that some of our models have been too skinny. That’s not OK.” says the brands CEO Karl-Johan Persson.
As one of the biggest high-street stores, thankfully H&M are aware that it’s up to them to set positive examples of body image, stating “We have a huge responsibility here.” Although the label has modelled positive stars such as Lana Del Rey last year, they disappointed with showing models with stick thin limbs and skeletal figures.
Persson most definitely approves of the new curvier images, “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. 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.”
However, despite saying all the right things, H&M could still be up to their old tricks amidst reports that photos of Beyonce had been retouched. A furious Beyonce demanded only the natural pictures be used, resulting that “both H&M and Beyonce are very happy with the campaign”. Go Beyonce!
