Fashion bid favours fuller figure
LONDON: Debenhams has become the first High Street retailer to display women’s fashions on size 16 mannequins – the size of the average British woman.
The company’s flagship store in London’s Oxford Street will be the first to feature the new size, and the scheme will soon be rolled out in its 170 branches.
“The average British woman is a size 16, but the High Street has been showing their clothing on a mannequin that is three sizes smaller,” said Debenhams director Ed Watson. “We hope it will help people to feel comfortable about their bodies and, crucially, that other retailers will follow.”
Most clothes shops use size 10 or size 8 mannequins and the new sizes will be displayed alongside size 10 versions. A decade ago, the average British woman was a size 12 and although she is now a size 16, a quarter of women – 6.2 million – are size 18 or above.
The move by Debenhams was supported by Jo Swinson, the equalities minister, who has led a government drive to promote body confidence in women.
Debenhams has a history of defying fashion conventions, including using a disabled model to launch a range. – Daily Mail