Marks and Spencer has been praised for its inclusive new campaign which encourages women to "Love Your Boobs" by ensuring they have the correct-fitting bra.
The retailer has been sharing snaps of women modelling lingerie for the new campaign on its official Instagram, @marksandspencer, with images featuring a diverse range of models to celebrate "boobs of all shapes and sizes, from big boobs to nursing boobs, post surgery boobs to small boobs."
From a woman modelling a sports bra in her wheelchair, to a new mum wearing a nursing bra to breastfeed her baby and a cancer survivor showcasing a post-masectomy bra, the campaign offers true-life representation of a range of women's body shapes and sizes.
And the posts have impressed the store's two million Instagram followers with fans praising M&S for its body-positive message delivered by the inclusive mix of models used to showcase the campaign.
"Love the ads in this campaign empowering women," one user commented.
"Love the models confidence," another wrote about one of the women featured.
"That's so good," another user wrote on a video clip of the women who appear in the campaign.
Read more: What not wearing a bra is doing to our boobs
Others were happy to see a breastfeeding mother featured in the campaign.
"Fantastic showing breastfeeding," one user wrote.
"Yay thank you M&S, as a new mum it gives me confidence to feed seeing an ad with breastfeeding!" another agreed.
"This is fab! Well done for normalising breastfeeding," yet another added.
M&S said the campaign was something it was "really proud of" and hopes it will help women "feel good about themselves through all of life’s stages."
"It was important that we created a campaign that was inclusive, diverse and body-positive," explains Anna Braithwaite, marketing director – clothing and home.
"As a retailer that serves over 22 million customers every day, we have a responsibility to represent all body types and that extends beyond our marketing; ‘BraFit’ reflects our values and product ranges too – whether you’re shopping with us in-store or online, customers will find an extensive offer that caters for life’s different needs and moments."
The importance of wearing the right size bra
With four in 10 women said to be unsure about their correct bra size, M&S is keen to highlight the importance of wearing the right size lingerie.
Research from the retailer reveals that 35% of women have never had a professional bra fitting while 38% are unsure of their correct size.
Among those who have had a professional bra fitting, almost a third (30%) have not had one in the past five years.
But there are huge benefits to ensuring you are wearing the right size bra for your "comfort, confidence and health."
"Your bra is one of the first things you put on in the morning and one of the last you take off at night and if you have an ill-fitting bra, you're going to be uncomfortable the majority of that time," M&S BraFitTM experts explain.
"Going for a regular bra fit will ensure you're wearing the correct size and shape for your body, as it changes shape throughout your life, keeping you supported and comfortable throughout your day.
"Wearing a bra that fits and flatters your body also has an incredible impact on confidence. Clothes will fit better; you’ll smooth your silhouette and you’ll feel supported in all the right places.”
Through the campaign, M&S hopes to "normalise the British boob" and help women feel more confident, starting by booking a free BraFit™ appointment with one of the retailer’s 2,000 Bra Fit experts.
Braithwate continues: “With a large proportion of the UK population wearing the wrong bra size and almost a third having never had a bra fitting, we’re on a mission to change these statistics through this fun and feel-good campaign.
"Our customers tell us that a bra fit makes them feel more confident and we hope through raising awareness of the service and products we offer, we can help even more people embrace their boobs!"
Read more: How and when to check your breasts
It isn't the first time M&S has been applauded for its body-positivity, having recently been praised for featuring a model with curves in a lingerie shot posted on Instagram.
The post featured blogger, and M&S influencer, Sophie Edwards, looking awesome, yet lounge-at-home comfy in a red, floral lingerie set, with a blue and white striped shirt casually thrown over the top.
And fans were impressed with the choice of model, flocking to the comments section to show their appreciation for the image and underwear.
"This model has a beautiful body and makes me feel I am not ashamed of mine any more. Well done M&S," one fan wrote.
"Well done M&S, finally a beautiful model and lingerie that’s comfy and as it should be," another agreed.
"Love the model," yet another user commented. "At last I feel there's lingerie out there I'll feel comfortable and sexy in. Thank you M&S".
The company was also widely praised for its body positive stance following a campaign featuring women of various shapes and sizes proudly displaying their bodies.
In a feature titled ‘Lingerie's New Mood’, the high street favourite shared the inspiration behind the new collection.
“Body positivity is in (hurrah!) and self doubt is out, but when it comes to making underwear that encourages women to love the skin they’re in, we’ve been doing it for years.
“From ultra-comfy bras to seam-free knickers, we believe self-confidence begins with the right foundations.”