Mia Freedman's love letter to an Australian fashion label.

I’ve spent a lot of  my career in the media grumbling about the media. Specifically, the way it portrays women: woefully.

In particular the women we see in magazines and fashion and in advertising almost always conform the most narrow template: very tall, painfully thin, white and young.

It’s always the default for what those industries present as attractive, desirable, feminine and glamourous. As if there’s only one type of body shape, age, weight and skin colour to which we should all aspire. Please.

That’s why I always like to shout out whenever someone pushes the other way and chooses to promote diversity.

Having such a @gormanclothing moment.

A photo posted by Mia Freedman (@miafreedman) on Oct 12, 2016 at 6:13pm PDT

By using women in your advertising and to showcase your brand who don’t conform to that suffocatingly narrow ideal, you do all women a great favour.

Because consciously or otherwise, the companies marketing products to women – products we want to buy! – are the gatekeepers of our self image.

So it was with a song in my heart that I saw the latest campaign from Australian fashion label Gorman, featuring this gorgeous woman. (Post continues after gallery.)

I’ve had the odd flirtation with Gorman over the years. Attracted by their bold, fun prints, I’ve regularly popped into their store when I’m up at Westfield but as much as I love the colour, I’ve often found the fit and the fabric to not quite work for me.

This new season is different. I went in after falling in love with the model they used in the campaign and the prints she was wearing and I bought a stack of fun stuff.

The fabrics are softer, the cuts more flattering and I’m loving pottering about in the store and the changerooms along with women whose ages span over four decades.

My kids said this frock looked like a child had coloured it in. I’m good with that.

A photo posted by Mia Freedman (@miafreedman) on Sep 15, 2016 at 3:06am PDT

Diving deeper into the Gorman Instagram page, I found some more great examples of a company that is doing positive things for diversity and – in my opinion – moving the needle in a way I hope other fashion brands take note of.

By the way, this is not a paid post a branded post or a sponsored post.

I don’t get free clothes from Gorman or a discount.

I just genuinely am having a Gorman moment and wanted to share the love for a brand who is pushing back against established advertising ideals of how women are portrayed.

Amen to that.

Featured image: Instagram/Gorman