Advertising has as much power to challenge perceptions and conventions as to reinforce bias and stereotypes. Unfortunately, businesses that have the money to reach out to their target customers via advertisements often opt for the latter. The fashion and cosmetics sectors are a case in point. Their publicity models are usually perfect-looking, unlike the common man or woman on the streets. Stereotypes remain the norm. It is therefore a refreshing change that more companies have embraced inclusion and diversity in advertising. Victoria’s Secret, for instance, recently hired its first transgender model to promote a new line of clothing. Spanish brand Zurita has advertised its new products on the mainland using ethnic Chinese models with intellectual and developmental disabilities. The company will donate 25 per dent of proceeds from the sale of the featured collection to a mainland factory dedicated to providing jobs and training for people with intellectual disabilities. American fashion chain Tommy Hilfiger stands out with campaigns featuring models in wheelchairs or with artificial limbs.