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Credit: Boux Avenue

Australian 'plus-size' model Robyn Lawley is the new face, or should we say body, of UK lingerie brand Boux Avenue.

The new Boux campaign, tagged 'Embrace Your Curves', promotes a new line of lingerie that is available up to an H cup-size.

The Aussie model replaces Ola Jordan, a size-10 dancer from hit television show 'Strictly Come Dancing'.

In 2011 Lawley, who is 188cm and reportedly size 16, appeared alongside Tara Lynn and Candice Huffine on the cover Vogue Italia's June edition, celebrating women with curves.

She was also the first 'plus-size' model to appear on the cover of 'Madison', and in Vogue Australia, which featured the model in a 10-page editorial, 'Bella Curve', in 2011.

Kirstie Clements, editor at the time, said that after the shoot she questioned why she hadn't shot a 'plus-size' model sooner.

Lawley started modelling when she was 15 and struggled to maintain the size-8 physique that is the fashion industry standard.

At age 18 she signed to Bella Management, a 'plus-size' agency, and her career took off.

'Plus-size' isn't a term she embraces however, claiming recently in an interview that she was 'normal size'.

The New York-based model is a dedicated foodie, and maintains her own food blog, Robyn Lawley Eats.