Retailers have been having a rocky year. While some ads have completely missed the mark (uh, MJB’s Burger King debacle comes to mind), others, like Belvedere Vodka’s rapey ad, were down right offensive.

But somewhere between Vogue Italia’s ode to ghetto haute messes, and FHM’s “dark shadows” disaster, we find a few gems like H&M’s new swimwear campaign which features women–across the size spectrum–showing what their mama and the good Lord gave them.

When I first saw H&M’s new swimwear ad featuring a Vicky P., a bronzed-up, curvy goddess, I nodded my head in appreciation. Like most American women, Vicky is north of a size 8, but unlike many of us she’s standing proudly in her two-piece glowing for the cameras. And as someone who just had the toughest time finding the right bathing suit for my trip to the Bahamas, seeing Vicky looking so damn beautiful gave me a shot of confidence.

In a world in which most women look more like Vicky than Kate Moss, I applaud H&M for reminding us that even if you look nothing like the stick-thin models we normally see (or even if you do), that we should love and appreciate ourselves…no matter what size we are.

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