The models are always chosen in consultation with representatives from H&M and established modeling agencies who are made aware of, and agree to, H&M’s advertising policy. For this particular Marni at H&M look book shoot, we felt that Aymeline Valade would portray the collection in an inspiring way. We are aware that many of the models used in images today are petite or thin, and that this is something that is occurring in the industry we operate in. We are committed to not using models who could be considered significantly underweight, and we are looking into how we can take additional steps within our industry.
So are these images of Valade offensive to you? The bigger question for the longer term may be: Are mass retailers like H&M--you know, retailers who aim to dress the "real women" of the world (as opposed to luxury designers)--going to come under fire more frequently if their models are perceived to be too skinny? Is this a real movement that's happening or just a few squeaky wheels?