Real Women To Be Reflected On The High Street

High street department store Debenhams has become the first high street retailer to replace some mannequins in their shop windows with ones that resemble the average British woman.

The new mannequins will feature the re-launched Principles collection by designer Ben de Lisi and are currently being trialled at the company’s flagship store on London’s Oxford Street, with a view to a nationwide rollout if it proves to be a hit with customers.

With most retailers using a standard size 10 mannequin, Debenhams have broken from the mould and have made it very clear that its core market is normal sized women – 42% of its clothing sold is in sizes 14-16. Signs next to the new mannequins teasingly ask ‘I’m a size 16, do you want to see more of me?’

Mark Stevens, Debenhams head of creative, said ‘We are proud to offer a broad and varied choice for women of all ages, shapes and sizes in store. So we thought we should reflect this in our window displays. If it’s popular with customers, we would love to roll it out.’

The trial has received support, not just from real women, but from Beat – the charity which campaigns against eating disorders. Chief executive of Beat, Susan Ringwood noted ‘Women often feel it is their fault that clothes don’t look as good on them as they do in the shop window. It’s good to have mannequins that reflect the diversity of female shapes in Britain.’

John Lewis trialled a similar scheme three years ago, using size 14 mannequins as opposed to size 16. But the trial, which took place at their Peterborough store, did not end up going nationwide, so there’s still a risk that the Debenhams trial may not take off. But with news from London Fashion Week that models of size 12, 14 and 16 have been hitting the catwalk to rapturous applause, there may be some hope yet. So it’s a hats off to Debenhams and let’s hope we see more of these mannequins across the country.