JCPenny's new "Here I Am" YouTube video shares an empowering message of plus-size body positivity featuring best-selling author Jes Baker, singer Mary Lambert, "Project Runway" winner and designer Ashley Nell Tipton, yoga practitioner and self-love enthusiast Valerie Sagun and style blogger/designer Gabi Fresh.

First of all, I think there's always a little skepticism that arises whenever retail companies create videos or advertisements addressing sensitive or hot topics — Aerie's support of the removal of photoshopping comes to mind — but it's also fair to recognize that this campaign is still a step forward. Best-selling fantasy author, Leigh Bardugo, who has spoken up about body image and size representation, comments on the video, saying, "I’m not big on retailers co-opting the body pos movement for their own gain but I also recognize that retailers courting us is a positive sign."

What I love about the three-minute video is that I didn't feel like I was being barraged with JCPenny endorsements with only brief clips featuring the women's stories in-between. Rather, the women and their experiences seem to be the focus of the video. Sure, they're wearing cute clothing that may or may not (OK, but really) be from the store's plus-size collection, but it's not slapping your face like a buy-from-us! windstorm.

All of the women share how their body size has affected their lives, from comments they've received from people close to them to explicit messages most everyone with access to the Western world media has received about the ideal body size; that is, a thin ideal that is not realistic for every individual, and thus creates unfair expectations and has a damaging effect.

Beyond that, though, you get shots of these women who are enjoying life. You have women who love practicing yoga, writing, designing — because life doesn't stop when you don't fit the ideal beauty standards; there is no "until I..." you have to reach in order to deserve to love yourself.

That is what it comes down to: self-acceptance. Not telling someone they need to look a certain way — especially without their lifetime medical records in front of you — but advocacy of both physical and mental health.

Just from looking at the YouTube comments, there's evidently controversy regarding JCPenny's feature of women not fitting within the "healthy" BMI range. Besides the fact that BMI is not necessarily an accurate indicator of health, there isn't even any promotion of an unhealthy diet or lifestyle in this video. A lot of people seem to assume that including a person of size in an ad or video is automatically an encouragement of gluttony, which is presumptuous, ignorant and insulting. So hold your horses and enjoy a video of women who are learning how to accept themselves, even when others don't.

Whether JCPenny is literally banking on this video's success or not, I think this video is a step in the right direction — favoring empowerment over shame — and I thoroughly enjoyed watching a showcase of these radiant women with wisdom and love to share.