Kmart Australia praised for using models of all abilities in catalogue

KMART has scored brownie points with parents who are gushing about the discount department store’s latest models.

KMART has once again impressed parents in its latest catalogue, and it’s not for its homewares.

Instead, the discount department store has featured two children, a girl with Down syndrome and a boy missing his right hand, modelling in its “Hello Latest Looks” catalogue to be launched tomorrow.

The girl sports a Hello Sunshine yellow T-shirt and shorts while a young boy strikes a pose in a muscle tee and shorts.

Kmart has people of all abilities modelling in its latest catalogue. Supplied: Kmart Australia

More than 5200 Facebook users have liked the post on Kmart Mums Australia Facebook since yesterday.

“Just received the new catalogue. Kmart you have out done yourself again. So happy to see you always include children with different abilities. So proud to shop at Kmart,” a woman posted to the page.

The closed page is a hub for mothers across the country who love the store and its wares.

“Love it, well done Kmart. I’m a Mum of a son that has a syndrome and it’s awesome to see this,” a mother commented.

Logan, 4, is a Kmart Australia model. Picture: Supplied

Mother Brenna Dow, whose four-year-old son Logan is featured in the catalogue, said it was a dream come true.

“His own attitude towards his limb difference has progressed from him being very shy, non-talkative and almost embarrassed (due to kids not understanding) about his nubby, to a more confident, talkative little guy, who is willing to show anybody and everybody that asks about his nubby,” Ms Dow said.

The mother, from Kilmore, said her son’s confidence and attitude towards himself had changed, proving the importance of big companies bring all children into the limelight.

“This teaches other children that being ‘different’ is actually quite normal, and encourages parents of these children that it’s OK to talk about these differences without walking in egg shells or completely brushing past the topic,” Ms Dow said.

Kmart Australia wants all people who walk into their stores to be represented. Supplied: Kmart Australia

Kmart Australia's latest catalogue embraces all people. Supplied: Kmart Australia

It's not the first time Kmart Australia has scored brownie points for its inclusive approach with the retailer being one of the first to feature a model with Down syndrome in its TV ad.

A Kmart Australia spokeswoman said the company wanted to reflect every person who walked into their store.

“Inclusion is important to us no matter a person’s race, gender, ethnicity, age, ability, appearance or attitude and we are focused on continuing to improve on this commitment,” she said.

“This is not a new focus, but an extension of our broader and very important focus on improving diversity within our business and truly representing our team, customers and communities that we operate in and are part of.”