Disabled models draw attention in retailer campaigns

Large retailers are drawing crowds and attention for their selection of models in their latest campaigns.

CNN -- Models are known for turning heads, but a major retailer's latest catalog features models drawing attention for more than just good looks.

Head to downtown Seattle's Nordstrom store on any given day, and it's packed.

Shoppers trying to find the next best thing, the perfect addition to their wardrobe. And this time of year, it's especially crowded.

The anniversary sale is going on now - the biggest and best sale of the season.

But it's not the discounted prices that are getting all the attention. It's the catalog promoting the sale.

Inside the catalog were four models with disabilities, all displayed prominently, all showcasing this fall's latest fashion.

On page 17, a woman was born without an arm shows off a beautiful fall coat.

A woman with MS and wheelchair bound on page 34.

An veteran who fought in Afghanistan and lost his leg on page 86, showing off Nike shoes with his prosthetic leg in full view.

Tara Darrow said this is nothing new for the Seattle-based company. In fact, Nordstrom has been hiring models with disabilities since 1997.

But this year, the catalog is getting a lot of national attention, and a lot of praise.

And it's not just Nordstrom. JC Penny's campaign "When it fits, you feel it" has mannequins portraying real-size people -- a snapshot of the community.

Customers seem to like it.

One woman posted on Nordstrom's Facebook page saying, "I'm so proud of Nordstrom for using models with a sheelchair and a prosthetic limb in the catalog. It's time that it goes mainstream!"