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Marks & Spencer has been praised for featuring a model with curves in a recent lingerie shot posted on Instagram.
Big brands’ choice of lingerie models often seem to represent only one particular body type, and the lack of diversity in the models’ physiques can feel alienating for those who don’t find themselves represented.
In recent years, however, brands have been on a mission to up their efforts in the inclusivity stakes: from Figleaves inspiring campaign celebrating body diversity, to Rihanna championing all body types with her Fenty Savage X campaign.
Now M&S is winning serious applause from customers, thanks to the inclusion of a stunning model in a lingerie image shared to the high street retailer’s Instagram page.
The post features blogger, and M&S influencer, Sophie Edwards, totally rocking a beautiful black, mesh underwear set.
“Lingerie that’s perfect for the Christmas list (or just because),” M&S captioned the fierce shot.
Delighted fans flocked to the comments section to show their appreciation for the image.
“So inspiring and beautiful,” one person wrote. “Having a doubtful day about myself and then I see this positivity. Thank you Marks and Spencer for showing real beautiful ladies”.
“Thank you for using a model so many of us can relate to,” another agreed. “A lovely lady with equally lovely curves.”
“Love this M&S! Inclusive and relatable for all women, she looks fab,” another comment read.
Watch: Melanie Griffiths poses in lingerie to promote breast cancer awareness.
Lots of comments praised the store for featuring a ‘real’ woman but other shoppers pointed out that while the image is worth celebrating, all body types are actually ‘real’.
“So many comments here about ‘real women’,” one user wrote. “I understand the need for more inclusivity but all women are real, regardless of their size.”
Commenting on the response to the Instagram post a spokesperson from M&S told Yahoo UK: “We love working with the influencer community, and fully support diverse and inclusive imagery which is why we are so pleased to see the incredibly positive response from our customers across our social platforms.”
This isn’t the first time M&S has been applauded for inclusive lingerie imagery.
Last year, a campaign, featuring women proudly displaying their bodies, was widely celebrated across social media for its body positive stance.
In a feature titled ‘Lingerie's New Mood’, the high street favourite shared the inspiration behind the new collection.
“Body positivity is in (hurrah!) and self doubt is out, but when it comes to making underwear that encourages women to love the skin they’re in, we’ve been doing it for years.
“From ultra-comfy bras to seam-free knickers, we believe self-confidence begins with the right foundations.”
When M&S posted a campaign shot of London-based model Emma Breschi to its Instagram page, it was widely praised by fans for championing diverse body shapes.
“Well done M&S nice to see models in all shapes and sizes,” one person wrote.
“Now that's an ad campaign for us real girls, lead the way Marks and Spencer come on you show em,” another agreed.
“What a lovely refreshing change to see a model with real curves. Well done M&S.”