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Well, it certainly took the fashion industry long enough. For decades, the modeling industry has categorized women into one of two categories: you’re either a “straight size” (0-2) or a “plus size” (12-16). Never mind the millions of other women who don’t fit into any of those labels, right? Well, not anymore. Former Ford agents Gary Dakin and Jaclyn Sarka are trying to finally revive the modeling industry with Jag, a new agency that will represent all sizes.

It may sound like a pipe dream, but both Dakin and Sarka have impressive histories as modeling agencies. It was under Dakin’s leadership that Ford added more plus-size models to its roster, including Crystal Renn, who later walked the runways of Paris, star of vogue editorials and land a Chanel campaign.

Jag kicks off with a roster of around 30 models, many of which are already household names. There’s Jennie Runk, who was featured in H&M’s Summer 2013 beachwear campaign, Kaela Humpries (perhaps you’ve heard of her big brother Kris?) and Miss Teen USA 2010 Kamie Crawford. These women vary in shape and size, but all agree with Jag’s mission to change the modeling industry. Runk told Fashionista, “I am absolutely committed to defeating body hatred of any kind, wherever I see it, and [Jag is] not only willing, but excited to help make this happen.”

Whether or not Jag will change the modeling industry is hard to predict. After all, there have been plenty of “revolutionary” events in the industry that turned out, unfortunately, to be less than revolutionary. Remember this season of America’s Next Top Model who took women of all sizes? Probably not, because nothing notable came of it. Or how about vogue‘s promises they won’t hire any models with an eating disorder? Sounds good, but remember that people with eating disorders don’t usually wear a sign around their neck saying so, and there’s really no way to vogue to control such a policy.

In order to truly shake up the industry, everyone associated with Jag will need to be fully committed to the mission of body acceptance for all body types. Jag role models will have to be not only pretty faces, but also advocates.