This morning, H&M announced the star of its latest campaign: Caitlyn Jenner. Unveiling the image via its Instagram account, the campaign features the American Olympic champion and television personality posing cross-legged in the retailer’s new sportswear range.

Sharing the image with her 6.3 million Instagram followers, Jenner wrote, “Backstage with @hm. Can't wait to show you more of this inspiring and amazing campaign! #StayTuned #HMSport”

It’s not the first time H&M have worked with trans and non-binary models. Last week, Andreja Pejić and Dazed 100 model Hari Nef starred in the retailer’s AW16 runway show at Paris Fashion Week and, in August of last year, H&M’s sister brand & Other Stories unveiled a campaign that not only featured trans models (including Nef), but was shot by a trans photographer – Original Plumbing’s editor Amos Mac.

It’s clear that companies like H&M are doing more to broaden the representation of models that feature both on their catwalks and in their campaigns. Last year, it cast hijab-wearing model Mariah Idrissi in its ‘Close the Loop’ campaign, along with a sheikh and a group of Sikh men. However, there is always the question of motive. Last week, Zara faced backlash after unveiling its “ungendered” clothing range – with people taking to social media to question whether this was simply a case of a mainstream brand trying to be progressive for the sake of profit. 

It raises the question – how do huge companies back social causes without seeming disingenuous? M.A.C are a good example – they recently invited Jenner to create a lipstick, the proceeds of which will go to the M.A.C Aids Fund’s Transgender Initiative. The Aids fund has, since its establishment in 1994, given over $380m to charity.