David Burton
By Olivia B. Waxman
December 15, 2015

David’s Bridal has featured a size 14 model in a spring ad campaign shot in London in an attempt to more accurately reflect its customer base, since its average buyer wears a size 14.

“We recognize that our customers are all different sizes and silhouettes and felt it was important to reflect this diversity in our ad,” Trevor Lunn, David’s Bridal Senior Vice President and Chief Customer Officer, said in a statement.

David’s Bridal is the latest high-profile retailer to support the movement to incorporate women of all body types into commercials and de-stigmatize the label “plus size,” from Mod Cloth removing the term from its website to Christian Louboutin casting plus-size model Clementine Desseaux in its latest video campaign.

David Burton

Read next: Meet the Woman Who’s Putting Real Curves on the Fashion Runway

Write to Olivia B. Waxman at olivia.waxman@time.com.

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