H&M; under fire for casting Ashley Graham in new campaign but NOT selling plus sizes

Forget something? H&M under fire for casting Ashley Graham in new H&M Studio campaign - but NOT selling plus sizes in stores

The brand earned high praise for casting Ashley, 28, in new ads for the H&M Studio Fall 2016 collection

The size 14 model spoke about changing the standard of beauty when the images were released

While the Studio collection includes plus sizes, though, they will only be available to buy online — and not in stores

It's been pointed out that this seems less inclusive, and that plus-size women more than anyone feel the need to try clothes on before buying

Published: 10:48 EST, 12 August 2016 | Updated: 13:08 EST, 12 August 2016

Many customers were thrilled when H&M debuted its Fall 2015 H&M Studio campaign this week, with model Ashley Graham starring front and center.

The casting decision seemed like a coup for plus-size women (or any above a size six), who were finally seeing someone with a not-rail-thin body type in a popular brand's fashion campaign — and not just in a special 'body-positive' ad, either.

But some skeptical fashion fans have pointed out that H&M isn't being quite as inclusive as they appear to be. In fact, that new Studio collection that Ashley is modeling won't even be available in plus sizes in stores.

Thought this through? Ashley Graham stars in the Fall 2016 campaign for H&M Studio — but the brand will only sell the range's plus-size clothes online

The range does come in plus-sizes; however, those will only be available to purchase on the brand's website. H&M will not carry plus-size Studio items in stores.

As Tiffany Yannetta at Racked pointed out, though, 'not selling size 14 in store when your face is a size 14 isn't really a good thing'.

The fashion site also made the argument that plus-size women have a 'notoriously difficult time' shopping for clothes. This can be both because it can be difficult to find plus sizes at all in stores, but these women may not be able to throw on anything and have it fit perfectly — the way a size two or four might.

Confusing: Though the 28-year-old is a size 14 and stars in the campaign, plus sizes of the collection won't be available to buy in stores

Lilly Bozzone at Verily mag, too, was disappointed to learn that Ashley's campaign face status didn't mean as much as one might assume it did.

'So much for being a groundbreaking, inclusive brand,' she wrote, adding that many women already need to size up with the brand's smaller-cut clothing.

Some women, though, still see Ashley's casting as a victory, since her figure being spotlighted and applauded could be enough to help shift ideas about body image. Ashley herself sure sees it that way.

'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,' the 28-year-old size 14 stunner, who also modeled the collection on the runway in March, told Harper's Bazaar.

Big deal: Ashley said she is excited to work for such a big brand — not just the plus-size division — and hopes it will be an example to girls and young women

While the H&M Studio campaign doesn't have an official 'message' about body types or what is considered beautiful, it sends a powerful one nonetheless.

Ashley has scored plenty of high-profile modeling gigs in her career thus far, but they've mostly been for plus-size brands or lines — like Lane Bryant and Forever 21— or campaigns spotlighting body-positivity — like Swimsuitsforall.

But the new H&M Studio shoot stands on its own, inviting women of all sizes to buy the styles with no mention of body type (though further investigation revealed that some body types will, unfortunately, be more limited in their shopping).

Ashley said that it feels 'amazing' to be a trailblazer, particularly with such a widely-known and shopped brand.

Changing the standard: Ashley said the industry was much different when she started out 16 years ago, and she didn't have models that looked like her to look up to

'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,' she said.

Going high fashion is a bit of a change for her, too. The star noted that some people may only recognize her in lingerie or bikinis, due to her high-profile gigs with Swimsuitsforall, her own line for Addition Elle, and the Sports Illustrated Swimsuit Issue.

But now she's getting a chance to model clothes, too, and hopes having her image out there will be an inspiration for younger women.

'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,' she said. '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.

Open arms: She talked about seeing more inclusivity and diversity in fashion, but didn't address the fact that H&M has limited where plus sizes are available

Wrap up this fall like Ashley in H&M

H&M Studio camel coat

Shop H&M here

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Ashley Graham has been steadily climbing the modeling ladder this past year. From launching her own swimwear line in collaboration with Swimsuitsforall to appearing next to Joe Jonas in the DNCE music video for "Toothbrush" we are now excited to see her in the latest H&M fall campaign.

Smoldering in minimal make up and simple pushed back hair, she looks exquisite in a camel wrap coat.

A good camel coat is a fall/winter must have! It instantly dresses up an outfit and makes you look polished and sophisticated. Luckily for us, they also come in all budgets! From wool to cashmere, we have you covered in the edit below.

Don't get caught in the cold without some chic outerwear, and make like Ashley in a camel coat! The Asos pick is a must have!

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She's sticking with it: In March, Ashley walked in the brand's fashion show, modeling the same collection

Stunner: Ashley has modeled in numerous body-positive campaigns, including a swimwear ad for Swimsuitsforall

'Growing up I didn't have curvy role models, mainly because I didn't see enough curvy women represented in major ads,' she went on.

'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.'

As for the fashion itself, Ashley said the season's trends she's most excited for are jewel tones — a perennial fall favorite — and cashmere sweaters with knit skirts.

In this collection in particular, she loves the 'flowy blush-colored dress' with sheer fabric and an abstract print — which she's already gotten compliments on while wearing out.