Fash­ion bid favours fuller fig­ure

Weekend Argus (Saturday Edition) - - GOODFASHION -

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

Newspapers in English

Newspapers from South Africa

© PressReader. All rights reserved.