Jennie Runk, H&M's new swimsuit model, is making headlines because of her size - a healthy 12 - and also the fact that she's not even labeled plus-size.
The fact that she is technically a "plus-size" model but the ubiquitous and stigmatizing term is absent from catalogs speaks volumes about the brand.
Her section isn't labeled "Plus-Size Beachwear." Just beachwear.
Jennie Runk models items ranging from sizes 14 to 24, the only clue alluding to the collection's larger sizing is a small "+" sign to the right of H&M's logo.
For women size 12 or above, it's a rare and refreshing thing to see themselves marketed to without negative connotation and as the target demo.