As a pro-diversity model agency, Talent Management has been particularly vocal about the importance of brands booking models of all shapes and sizes. And while we’re usually happy with those that do, it seems the latest retailer attempting to appeal to the average woman has missed the mark.

M&S’ new lingerie advert, which promotes the retailer’s Sexy Shapewear A/W 2012 line and is appearing in magazines this week, features six so-called ‘real’ models ranging from size a dress size 8 to 16 and ages 22 to 48.

Granted, they’ve got the dress size, body shape and age diversity down, but it seems their selection has still annoyed the average British woman, who is 5’4″.

When the image (above) was posted on the Daily Mail, online commenters slated M&S not only for their lack of height diversity, but for their rather zealous Photoshopping.

One commenter said: “The ‘average’ woman in the UK is 5’4″ and a size 14-16. Nice try M&S but using tall models as clothes-horses is just another way of manipulating the public.”

Another agreed, outlining the fact that clothes sit very differently on shorter women: “Real Women Huh?! None of those appearing are only 5ft 2 – 5ft 4 – which is why the usual clothes still hang off of us no matter what undergarments you have on. But we are not petite, which expects you to still have a perfect shape but only smaller.”

As well as people showing their annoyance at the models’ heights, women also didn’t like the fact that this ad is being ‘hidden’ in the pages of magazines: “I don’t see any progress from usual ‘celebrity’ models to everyday models until I see their adverts showing the bigger sizes on the TV, not hiding surreptitiously away in magazines.”

Another went on to point out extensive airbrushing and accused M&S of manipulating the models’ body sizes: “There’s no one in that photograph bigger than a small size 14. She’s looks as though she’s been made to look bigger with what she’s wearing! They might be (apparently) depicting all sizes but they are still airbrushing the heck out of their photos. Are you trying to tell me that not one of those women have an ounce of cellulite? Portray women how they really look!”

What do you think of the ad? Is it progression and a positive move towards improved model diversity or could M&S be trying harder?