H&M didn’t stamp a big “PLUS” brand on all of Runk’s images, they didn’t isolate them over in a plus size section, they just included them in the swimwear section, as if to say “Here is a lady, wearing our swimwear, perhaps you should buy some of our swimwear, which comes in a range of sizes.”
And as with the reception to Justine LeGault’s “Elle Quebec” cover, the response has been overwhelmingly positive. People are really excited to see Runk appearing as the face of H&M and she’s been deluged in new Facebook fans, letters of praise, and more.
Are we seriously starting to see a revolt, a sea change, when it comes to the perception of larger women in popular culture? Because this kind of remarkably positive reception really is astounding, and it’s heartening — people are starting to talk about size, culture, social pressures, and how these things intertwine. And we’re starting to normalize the appearance of plus-sized models in fashion as just a natural variation of human bodies, rather than something shocking and awful.