For the first time in its 42-year history, Victoria's Secret will feature a plus-size model in an ad campaign. Ali Tate Cutler, the size 14 model joining the brand's ad campaign, announced that she was the first plus-size model in the company's history to her Instagram. 

As shoppers demand more inclusivity in the lingerie world, the industry giant has been slow to change — just this summer, VS hired its first transgender model. The slow steps toward progress are likely the cause of the brand's decline. 

This year, the company announced it would be canceling its famous Fashion Show. Plus, more and more VS stores are shutting down, as more body-positive lingerie brands, like Rihanna's Savage X Fenty and American Eagle's Aerie, grow in popularity. 

Technically, Cutler is modeling for a VS collaboration with London-based retailer Bluebella, and not specifically for VS alone. To make it worse, the collection doesn't offer the most size-inclusive options, as it only goes up to a size XL in bottoms and a 36DD in tops. 

It's about dang time, VS! Ali Tate Cutler was a stunning choice for the brand's first plus-size model. 

The model took to her Instagram to announce that she's the first size 14 model to pose for the lingerie giant. She wrote, "At the launch today for @victoriassecret and @bluebella at their flagship store in NYC. I believe I’m the first size 14 on @victoriassecret? Regardless I’m pretty stoked to work with a brand I idolized when I was a teen. Great step in the right direction for bodies." 

In a press release, Victoria's Secret shared that it would be partnering with Bluebella, a London-based intimates brand that centers around sexy lingerie for all body types. "Designed for women who wear beautiful lingerie to please themselves, the collection is showcased on diverse, empowered women in the brand’s #loveyourself campaign," the statement reads. 

Cutler is outspoken about embracing her body, but notes that it was a journey to get to the kind of self love she feels now. 

Cutler has been modeling in the UK, and has worked for campaigns with other size-inclusive lingerie brands, like Calvin Klein and Wolf & Whistle. In an interview with Bluebella for the VS collab, she shared her journey to self-love. 

"I would never talk about fatness," she said. "I thought if I don't say anything about it, then maybe no one will notice. Maybe no one will know that I'm bigger than everyone else."

When she became a plus-size model in London, the shame around her figure slowly changed into a freedom and acceptance about the way she looked. 

"The more and more I started to model and expose my body, I started feeling less and less shame about it," she explained. "Like, if I saw a fat roll, I'd think, 'Actually, that looks kind of cute. That's kind of sexy.'"  

Victoria's Secret is collaborating with inclusive London-based lingerie company Bluebella. 

Even though Cutler is drop-dead-dead gorgeous, it feels a bit too little too late for Victoria's Secret to hop on the body-positivity bandwagon. But the thing is, body positivity isn't a trend or a fad. It is a fight against an industry that has ignored curvy people entirely; and Victoria's Secret has long been one of the worst offenders in pushing a completely unattainable body type. 

With the success of Rihanna's lingerie brand Savage X Fenty, which celebrates people of every race, gender identity, and body type, it seems like Victoria's Secret has seen the market's desire for diverse models and (finally) made a change. 

The collection launched in US stores on October 4. "The bold and the beautiful. #BluebellaforVS launches tomorrow," Victoria Secret's Instagram announced ahead of the release.