Nike has recently become the latest brand to feature plus size models in its latest ad campaign, winning praise for championing body inclusivity.

Changing industry

The modelling industry is really changing at the moment. Increasingly, scouting directors are signing up women of all shapes and sizes to front their modelling campaigns.

Marketing portal Ad Week argues that brands are starting to embrace plus size models like Ashley Graham, who became the first curvy model to front Sports lllustrated’s iconic swimsuit issue earlier this year.

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Commenting, modelling agency JAG Co-Founder Gary Dakin said: “We’re seeing a great acceptance of girls in all different sizes, which is really exciting.” Ad Week suggests that this is because social media is giving a voice to women who have long felt ignored by mainstream fashion.

Curvier women such as Iskra Lawrence, a British 25 year old best known for appearing in US lingerie firm Aerie’s famously unretouched #AerieReal campaign, are using these platforms to become a plus size model.

New campaign

With women like Iskra and plus size bloggers like Nicolette Mason making serious noise online, brands are now realising the benefits of working with plus size models. Nike recently asked plus size women to help promote its new ‘Pro Bra’ range, according to Seventeen.

It’s a really impressive campaign, featuring the likes of plus size model Paloma Elsesser and yoga instructor Claire Fountain. Nike posted snaps of these women wearing their Pro Bra range on their Instagram account, including captions which explain how to properly select and wear a sports bra.

Body inclusivity 

The International Business Times notes that “the most refreshing thing about the new campaign is that the images are about the bra, not the model. There is no mention of plus-size or all-sizes, Nike have simply focused on women working out.”

Nike has won a lot of praise for championing body inclusivity. The picture of Paloma Elsesser has amassed an incredible 72K+ likes on Instagram, while the snap of Claire Fountain has racked up an impressive 62K+ likes.

Instagram users rushed to heap praise on Nike for the campaign, for instance @r0ck_bottom wrote “you are great with showing body types of natural woman. Love it! <3.”

Becoming mainstream

With this campaign, Nike have made it clear that plus size modelling is going mainstream. Once upon a time, brands would make a major song and dance about working with curvier women but Nike just did it and that’s really great.

As brands are realising that they need to work with women of all shapes and sizes, more opportunities will open up for plus size models.

A photo posted by NikeWomen (@nikewomen) on Jul 16, 2016 at 9:12am PDT