 The line's campaigns were photographed by top photographers such as Richard Avedon, Patrick Demarchelier, Arthur Elgort, Greg Kadel, Peter Lindbergh, and Craig McDean, used top models and celebrities(including Carré Otis, Candice Huffine, Crystal Renn, and Kate Dillon Levin), and were featured in magazines and on billboards.The ads were also the first to use the term plus size rather than outsize in Europe.Cheryl Hughes founded Hughes models, the UK's first plus-size agency in 1985.