what’s the big deal about H&M?

So lately, a lot of news about H&M. The cyberworld is buzzing with excitement. And it’s all because of these pictures:

People are praising H&M for using plus size model Jennie for their swimwear line. And for not making a big deal out of it. But I don’t get it…
For starters, it’s not their regular swimwear line: it’s their plussize line H&M+ (it says so right there on the picture…). I must have missed the memo that said how extraodinary it is to use a plus size model for a plus size line, but okay. And as far as not making a big deal out of it goes: is that really something to be proud of? The swedish chain is known for their borderline-guerillamarketing techniques. Think about it: how many times have you seen the pictures of Beyonce strutting her stuff in a bikini for the Mrs. Carter for H&M campaign? Right.
They’ve had campaigns like this one for a couple of years now, modeled by Tara Lynn. So why this buzz this year? No idea!
I think I’ll hold my enthusiasm for when and if H&M decides to use a plus size model for their regular line. And okay, I’ll give them a pat on the back when they show the images from this plus size campaign out in the open somewhere (billboard? advertisement? something like that). Or when they come up with a fashion/swimwear line that comes fashionably close to their regular line.
Even H&M doesn’t understand where all the excitement is coming from: “Our aim is not to convey a certain message or show an ideal but to find a model who can illustrate this collection in an inspiring and clear way“. Which basically translates into “we have no idea what the big deal is either”.