MORE THAN 100,000 people on Instagram have shown their support for Primark’s decision to use an amputee model in their latest ad campaign.

Shutterstock / Stanislav Samoylik Shutterstock / Stanislav Samoylik / Stanislav Samoylik

Since uploading the image yesterday, the highstreet chain has been inundated with messages from the public, most of whom commended them on their approach to diversity within the fashion industry.

The picture, which showcases three pieces from the retailer’s latest collection, clearly struck a chord with thousands of consumers and social media users.

So, so, so happy to see a huge brand like this showing to people how everyone is the same even if the person is disabled, different colour or plus size! Model diversity at its finest.

This is what real diversity looks like.

Thank you Primark, as I am a model in a wheelchair myself, showing diversity is such an important mission!

Urging other retailers to follow in Primark’s footsteps, another Instagram user wrote:

Thanks so much for showing diversity of models. Other brands should take note.

Shutterstock Shutterstock

While celebrating the retailer’s decision to champion diversity, the upload has also acted as a platform for consumers to discuss another issue they feel is of considerable relevance.

Commenting on the chain’s approach to plus-size customers’ needs, some Instagram users called for greater attention to be paid to this range in order to corner all areas of the market.

I love the diversity, but can you finally use some plus size models… Regardless of race and disabilities and gender like why can’t companies just actually display a legit representation of what real women and men shopping high street look like?

Beautiful! We can ask only for more plus sizes! And then you’ll be the best.

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