John Lewis

A recent survey carried out by the store found that 80 per cent of its swimwear was bought by women who were size 12 and larger.

John Lewis spokesman Mark Forsyth said: "We wanted a realistic image and body shape in our shots. The photographs show you can be size 12 and be healthy and beautiful.

"This is about being honest by showing the garments worn on the shape and size of a woman who is more typical of our customers."

The store had problems finding a suitable size 12 model for the shoot - when it contacted regular agencies they said they did not represent such "large" models, and referred them to agencies specialising in "plus size" women.
"We were astonished," said Mr Forsyth. "Size 12 isn't big. It's still quite slim."