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Marks & Spencer has lit up the comments on Instagram, receiving praise for featuring a model with curves in a recent lingerie shot posted on Instagram.
Big brands’ choice of lingerie models have often been criticised for only representing one particular body type, with the lack of diversity in the models’ physiques not always making customers feel represented.
But M&S has won some serious applause thanks to the inclusion of a stunning model in a lingerie image shared to the high street retailer’s Instagram page.
The post features blogger, and M&S influencer, Sophie Edwards, looking awesome, yet lounge-at-home comfy in a red, floral lingerie set, with a blue and white striped shirt casually thrown over the top.
"Bank holiday Monday plans? Lounging around the house in our stylish yet oh-so-comfy bralette set," the accompanying caption reads.
And fans were impressed with the choice of model, flocking to the comments section to show their appreciation for the image and underwear.
"This model has a beautiful body and makes me feel I am not ashamed of mine any more. Well done M&S," one fan wrote.
"Well done M&S, finally a beautiful model and lingerie that’s comfy and as it should be," another agreed.
"Love the model," yet another user commented. "At last I feel there's lingerie out there I'll feel comfortable and sexy in. Thank you M&S".
"Beautiful model and not the size 10 that always see," another of the comments read.
Watch: Ashley Graham looks gorgeous in black lingerie set.
In response to the positive feedback on the Instagram post an M&S spokesperson told Yahoo UK: "At M&S we are proud to work with a diverse pool of talent across our entire business, from our talented model roster to the social content creators we collaborate with.
"Championing body positivity and diversity which celebrates our inclusive offering, whilst offering aspirational styling suggestions for all the family."
This actually isn't the first time M&S has been praised for a post featuring Sophie Edwards modelling lingerie.
Back in December the high street retailer impressed customers when the influencer modelled an underwear set just before Christmas.
Commenting on the response to the festive Instagram post at the time, a spokesperson from M&S told Yahoo UK: “We love working with the influencer community, and fully support diverse and inclusive imagery which is why we are so pleased to see the incredibly positive response from our customers across our social platforms.”
The company was also widely praised for its body positive stance following a campaign featuring women of various shapes and sizes proudly displaying their bodies.
In a feature titled ‘Lingerie's New Mood’, the high street favourite shared the inspiration behind the new collection.
“Body positivity is in (hurrah!) and self doubt is out, but when it comes to making underwear that encourages women to love the skin they’re in, we’ve been doing it for years.
“From ultra-comfy bras to seam-free knickers, we believe self-confidence begins with the right foundations.”
Shop our top M&S bra picks
Lace Trim Non Wired Bralette | £9.50
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