Global retail giant H&M has pledged to use healthy models in its advertising and admitted that in the past the company has irresponsibly promoted too-thin models and in doing so, promoted an unhealthy body image.
CEO Karl-John Persson made the admission on the topic of model health speaking with Metro.
Related: Mainstream fashion’s first size 16 bikini model
“We have a huge responsibility here … I don’t think we’ve always been good. Some of the models we’ve had have been too skinny. That’s something we think a lot about and are working on,” he said.
“We want to show diversity in our advertising and not give people the impression that girls have to look a particular way.”
The company was praised last month for using a “normal-size” swimsuit model, and not making a big deal about it, and has continued to demonstrate its commitment to promoting real and diverse body image by appointing Beyonce as the face of its new campaign.
“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 having Beyonce, who’s a bit curvier as well,” Persson said.
He was also quick to point out that H&M didn’t want to discriminate against healthy models who are also thin.
“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 a long as they look sound and healthy.”
The Swedish company’s admission over its past wrongdoings and commitment to a body-happy future brings a refreshing and sadly rare announcement from a major player in the fashion industry.
Closer to home, few labels have been so openly supportive of promoting positive body image.
Related: Mainstream fashion’s first size 16 bikini model
The Government’s Positive Body Image awards — launched this week for the second year running by Minister for Youth Peter Garrett — aim to recognise businesses and individuals promoting positive body image.
In the inaugural awards, held last year, the number of entrants from the fashion industry was disappointingly low.
Do you know an Australian company that demonstrates a commitment to promoting healthy body image? Take a look at the Positive Body Image Awards website.
Your say: What do you think of H&M’s healthy model commitment? Should Australian labels follow their lead?
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