Karlie Kloss for H&M's A/W lookbook

H&M use plus size model in latest campaign

Who knew it was possible to go from a thin, tall and extremely well paid (actually the highest paid supermodel according to Forbes) model to a shorter, curvier, lesser known model in the space of one campaign? H&M are covering all bases in a bid to not discriminate against any of their potential customers and have used plus size model Tara Lynn for their latest campaign. 

It's a rather fitting casting seeing as the collection is called Big is Beautiful and ranges from a size 16-30, so using Gisele Bundchen again like they did for their previous campaign wouldn't be a very accurate representation. We're getting all Zooey Deschanel now, but it' really refreshing to see a broader range of women being portrayed in magazines and adverts.

The H&M By Night collection

Here are four of our absolute favourite pieces from the collection, modelled by the beautiful Emma Maclaren.

Go green with H&M's eco-friendly Fashion Conscious range

And now we present you with more reasons why you should love going green. 

H&M's Conscious Collection is hitting the high street next month, in a bid to promote enviro-friendly fabrics. Natasha Poly looks gorgeous in all of the campaign shots, which were shot by Solve Sundsbo. 

The collection is predominantly white, as it's one of the season's hottest colours (just think how many times you've seen that Dolce and Gabbana white lace top on celebs/on magazine covers) with a few off-white/pale garments thrown in there as well. 

The garments are perfect for summer; now all we need is some warm weather and we'll be good to go. The collection launches on 14 April - put it in your diaries!

Frida Gustavsson for H&M

Yet more H&M campaigns! Last week, we brought you Gisele Bundchen's campaign images for H&M's spring/summer 2011 range, and now it's the turn of Frida Gustavsson. 

The Swedish beauty is seen sporting a number of casual chic looks, including bohemian floaty dresses and gorgeous costume jewellery, including some very enviable cuffs which are the accessory of the season. 

Asa Tallgard has shot the model and the collection beautifully.