Louboutin has cast its first plus-size model with French rising star Clementine Desseaux.
As a self-described “plus-size” in an industry where size zero is the norm, the 27-year-old says that being chosen to front the luxury fashion house's new lipstick line proves that attitudes are changing for the better.
While France introduced new laws banning unhealthily thin women from catwalks announced earlier this year, Clementine moved from Paris to New York because she was struggling to find work.
Speaking to Mailonline, she says her appointment by Louboutin represents a change in the beauty norm.
“Such a big French brand using a curvier girl for her face is a big step. Not for curvy women, not for freckles, just for women.
“The beauty norm is changing and differences that used to be weaknesses are now turning into strengths.”
Described as a “natural beauty” by Louboutin in its campaign video, Clementine is shot on a French street as the wind blows through her hair - her rouge velvet matte lip adding a vibrant splash of warmth to a blustery day.
Next year Clementine will feature in the plus-size modeling documentary Straight/Curve, which examines beauty standards in the fashion industry and their wider impact on society.
Louboutin, best known for its iconic red soled women's shoes, introduced its first beauty line last year with a distinctive spike-topped nail varnish in the same shade of red as its famous soles.
Its new lip colour, priced at a hefty £60, comes in a covetable metal bullet casing: