H&M's last campaign starred ultra-thin supermodel Gisele Bundchen.
So it's refreshing to see the fashion chain challenging stereotypes by hiring a plus-size model for their new ads.
Tara Lynn proudly displays her curves in a bathing suit for the latest Big is Beautiful collection.
Refreshing: The fashion-conscious collection comes in sizes 16-30 and is also aimed at younger customers
The healthy brunette also sports a leopard-print one-piece and a strapless jumpsuit.
But the American model, who has featured in Elle, Glamour and a plus-size spread in V Magazine, hasn't always been so comfortable in her own skin.
She told NBCLA: 'I was a size 14/16 (UK size 18-20) in high school, and it wasn't the easiest thing.
'As a 16, I definitely felt like my weight was holding me back. I was supposed to have these bones protruding from my body and clearly that's not the case, and not the way my body's meant to be.'
Bathing beauty: Tara wasn't always so comfortable showing off her figure and had a hard time accepting herself at school
Changing the shape of things: Tara joins a growing list of plus-size models who are being chosen to star in big-brand campaigns
Recognising the growing demand for more fashion conscious designs when it comes to their larger sizes, the High Street chain is hoping to tap into the younger market.
BiB designer Lisa Hajian said: 'This season a more trend conscious collection has been designed to offer customers a wider range of fashion in sizes 16-30.
'We have gone for a higher fashion content with this collection, which will appeal to younger customers too.'
Curves ahead: Tara Lynn models a black tankini for the new Big is Beautiful range by H&M