Ashley Graham Is The New Face Of H&M Studio

Ashley Graham, who was once restricted to "plus size" modeling, continues to break down barriers in the fashion industry—and she's only just getting started. The model is the new face of H&M Studio Fall 2016—not H&M Plus Size and not a special "body positive" campaign—just H&M. While it may not seem like a feat to make a huge fuss over (Graham has already walked countless runways, been a Sports Illustrated cover girl and even has a few lingerie collections under her belt), it is a pretty amazing indicator that fashion brands are starting to cast diverse sizes without feeling the need to label the campaigns as "plus size" or "body positive." Instead, it's finally starting to feel like the new norm.

Graham stars as the lookbook and runway model for the Fall 2016 collection of the brand's higher-end label, H&M Studio. The collection is inspired by folkloric romance, femininity and female power. And what better way to empower women than with Ashley Graham, an outspoken advocate for encouraging women to embrace their body at every size?

BAZAAR.com spoke with Graham about her latest campaign, how the fashion industry has changed since she first started modeling and what she's most excited to wear this fall. Read the interview below and see the exclusive lookbook images from H&M Studio's Fall 2016 collection.

Harper's BAZAAR: H&M is one of your most mainstream campaigns to date—what's the most exciting part of representing such a widespread brand?

Ashley Graham: It's exciting to be representing one of the most internationally known fashion retailers that is not only offering more options for curvy women, but pieces that have a high fashion aesthetic.

HB: When you first started modeling, you were labeled "plus-size" but now you're really helping trailblaze this movement of brands using all size models for major campaigns like this one with H&M, how does that feel?

AG: Amazing. Growing up I didn't have curvy role models, mainly because I didn't see enough curvy women represented in major ads. My hope is that young women who shop at H&M see me in the ads and are reminded that there is not one standard definition of beauty or one perfect size.

"We're seeing more inclusivity in fashion when it comes to size, and we have to continue featuring more and more diversity."

HB: In the past, you've done a lot of lingerie and swimsuit-based campaigns, how does facing a clothing campaign with H&M differ for you personally?

AG: Since I'm on the cover of Sports Illustrated Swim and have my own line of swimwear with swimsuitsforall and lingerie with Addition Elle, some people might only recognize me half naked in my bikini and bra! But I actually love modeling clothing and showing women that clothing and style can help your confidence shine.

HB: Has the fashion industry become more accepting of you since you first started modeling?

AG: I started modeling 16 years ago. The industry was much different. There wasn't social media helping to launch careers, and "plus size" models weren't considered supermodels. Now we're seeing curvy women on runways, on magazine covers and in major advertising campaigns alongside "straight size" models. We're seeing more inclusivity when it comes to size, and we have to continue featuring more and more diversity.

HB: What trends and pieces are you most excited to wear for fall?

AG: Matching cashmere sweaters with knit skirts and rich jewel tones.

HB: Do you have a favorite piece from H&M Studio's Fall collection?

AG: I love the flowy blush colored dress with sheer long sleeves. It has an abstract print and is sheer from the mid-thigh down. I wore it one day and people stopped me to ask who made it.

The Fall 2016 H&M Studio collection, which will also feature plus sizes, will range in price from $19.99-$299 and be available to shop in-stores and on hm.com beginning September 8th.

From: Harper's BAZAAR US