This study investigates how H&M represents women's bodies in its digital magazine to analyze how the company consolidates and challenges beauty ideals through visual representation. Using visual analysis as the method, supported by representation theory and intersectional theory, the research examines 19 selected images from 2018 to 2024. These images were analyzed for their portrayal of diversity in body types, ethnicities, and age groups, as well as for their alignment with or deviation from traditional beauty norms and body positivity ideals. The findings suggest that H&M balances between promoting inclusivity and perpetuating normative beauty standards. While the company makes visible efforts to depict diversity in its imagery, this inclusivity is occasionally undermined by the persistence of traditional aesthetic conventions. The study also identifies specific visual strategies, such as the framing aspects, that subtly reinforce hierarchical representations. The aim of this study is to contribute to the understanding of how fashion brands shape societal norms regarding women's bodies and beauty standards. In doing so, it highlights the complex interplay between corporate branding strategies and societal expectations, offering insights into the evolving dynamics of inclusivity in the fashion industry.