There's something you need to know about Sports Illustrated's 'plus-size' model.

Such progress! So positive! So diverse! So much BS, Sports Illustrated.

Have you seen this woman everywhere this morning?

That’s because the annual Swimsuit Issue of sports magazine/perve-fest Sports Illustrated comes out on February 9 and everyone’s buzzing about it because for THE FIRST TIME EVER they are featuring a gorgeous, ‘plus-sized’ model.

Our initial reaction? Hooray! Diversity for president!

Then, when we took a closer look (not at the pics, you sicko), we realised that this history-making, all-women-encompassing move wasn’t actually as big a breakthrough on Sports Illustrated’s behalf as we thought.

You see, this is actually an ad campaign promoting the swimsuit brand Swimsuits For All.

Sports Illustrated had zero to do with recruiting this gorgeous size 16 model, Ashley Graham.

Click through these gorgeous models who get the ‘plus-sized’ tag (Post continues after gallery):

Had they actively decided that it was (finally) time to feature and celebrate models of a wide range of shapes and sizes in their bikini-filled pages, we’d have tipped our metaphorical hats in approval. It would have been a start, right?

But Sports Illustrated didn’t actively make this decision. Instead, they were most-likely paid a shitload for agreeing to include the ads in what is their biggest selling issue of the year. How, er, noble of them?

Swimsuits For All’s ads are spruiking their #curvesforbikinis campaign, because women with curves in bikinis is a revolutionary concept, apparently.

READ MORE: US retailer Photoshops a thigh gap onto a plus size mannequin. Oof.

The campaign is being touted as a bold reaction to the fashion industry’s lack of diversity and even celebs (hello UK TV presenter Louise Roe) are saying it’s a brave move.

While we reckon the more diversity the merrier, let’s be clear on the fact that Sports Illustrated is probably not where our praise should be directed.

‘I know my curves are sexy and I want everyone else to know that theirs are too,’ model Graham said of modelling in the ad campaign.

The 26-year-old has a totally valid and applause-worthy point here, but why couldn’t we have seen her featured IN the magazine, rather than in an AD?

READ MORE: So this is what ‘plus-sized’ looks like in the TV industry.