Clothing retail giant H&M has promised to invest more on healthy or plus size models for its advertising campaigns. The company admitted that they previously focused on too-thin models becoming irresponsible in the process. For a change, the company's newest advertising campaigns will be about healthier bodies.

CEO Karl-John Persson said the company had been irresponsible with the type of female body image they were promoting in their campaigns before.

"We have a huge responsibility here ... I don't think we've always been good. Some of the models we've had have been too skinny. That's something we think a lot about and are working on," MSN quoted Persson.

"We want to show diversity in our advertising and not give people the impression that girls have to look a particular way." He added.

In the previous month, H&M gained praises for their swimsuit ad featuring a "normal-size" model. The company continues with their campaigns simply shrugging off their change in marketing approach. H&M has been committed in emphasizing that the company is serious in its commitment to market and encourage diverse body types. Primary example is their new brand ambassador, Beyonce.

"By and large, I think we've succeeded: we've many different kinds of models from different ethnic backgrounds. In our last campaign we had a somewhat more buxom model, and now we're having Beyonce, who's a bit curvier as well," Persson explained.

The CEO was quick to explain that this does not mean they are discriminating against thin models.

"There are models who are too thin or obviously underweight, but there are also those who're just thin, and they're the ones we should keep working with, as a long as they look sound and healthy."

This move by H&M has been refreshing for many as it is rare for a major fashion company to admit to wrong marketing. Nonetheless, there remains a big question whether the rest of the industry will follow as there still remains a low following of this new type of approach.