Plus-size women are once again getting the short end of the stick with H&M's new "inclusive" campaign starring Ashley Graham.

Ashley Graham H&M
photo: Courtesy H&M

As pointed out by Racked's Tiffany Yannetta, the plus-size range of the H&M Studio fall '16 collection will only be sold online. Straight sizes will, of course, be available in stores.

Ashley Graham H&M
photo: Courtesy H&M

Racked reached out to H&M for comment but has not heard back. Revelist also reached out and will update this story if a comment is received. 

H&M's fall '16 Studio collection will be available on September 8 and is available in straight and plus sizes. Prices run from $19.99 to $299.

The campaign was a huge coup for Graham and women everywhere. It marked the first time a plus-size model had represented the brand in a regular campaign, not a special body positive or plus-size-only release.

Ashley Graham H&M
photo: Courtesy H&M

 

Graham has said publicly that she dislikes the term plus-size and wishes it would just go away. This campaign could have helped *start* to make that wish come true.

Ashley Graham H&M
photo: Courtesy H&M

In an interview with Harper's Bazaar, Graham was excited to represent a new normal for such a big brand that so many women buy from.

"My hope is that young women who shop at H&M see me in the ads and are reminded that there is not one standard definition of beauty or one perfect size," she said. "It's exciting to be representing one of the most internationally known fashion retailers that is not only offering more options for curvy women, but pieces that have a high fashion aesthetic."

Unfortunately for a lot of women who look up to Graham and want to shop this collection, they won't be able to go to the store with their friends and try on their favorite pieces.

Ashley Graham H&M
photo: Courtesy H&M

So let this be a lesson to H&M and any brands listening: inclusive fashion is more than just a pretty picture.