Thanks to Gok Wan, DEBENHAMS (site: debenhams.com) is going to be using size 16 models in its campaign and size 16 mannequins in its stores.

The store will test the new mannequins in its windows showcasing the latest designs by Ben de Lisi.

The designer had signed a deal with DEBENHAMS (site: debenhams.com) earlier in the year agreeing to relaunch the Principles label.

Even though the average British woman is a size 14-16, nearly all high street retailers use mannequins that are a size 8 or 10.

Debenhams plans to be the one to pioneer that change, with the objective of having models that reflect the shape of ‘real’ women in Britain.

The retailer stocks up to a size 26 in some of its clothes, and just under 50% of its sales actually comes from size 14 and size 16 products.

This is therefore a bold yet smart move for the company, who, with such high sale figures from larger sizes, would greatly benefit from the advertising and marketing of using plus-size models/mannequins.

Not only would this create a positive image for the brand, gaining them more support and thus resulting in increased sales, but it is a step forward in the attempt to get the world to realise that thin is not always beautiful.

DEBENHAMS (site: debenhams.com) is a renowned luxury retailer, and pretty high on the retail hierarchy. A retailer of this status to start using plus size mannequins in an attempt to change the ‘image’ of fashion will encourage smaller and larger retailers to do the same.

With power comes influence, and so hopefully the fashion world will take a serious note of what Debenhams is trying to achieve and follow suit.

Originally the mannequins will only be tested in a couple of stores, but if their popularity increases then the company has promised to use more in future campaigns.

It must be noted that John Lewis did try several years ago using size 14 mannequins in some of its stores, but the campaign wasn’t very popular and it therefore never reached nationwide status.

Bloggers on the internet and comments made on  the news have already been very positive of the idea (obviously you do get the odd ‘radical’ that has an opinion that differs).

The fact that this move is so great for Debenhams image does make me think that perhaps its a bit of a farce, and will just boost popularity in the short term. I suppose time will tell with this campaign!