John Lewis unveils its 'size normal' model girls
John Lewis unveils its 'size normal' model girls | the Daily Mail
Bigger range: Size 12 Lauren Moller is the way forward
John Lewis plans to capitalise on the backlash against size-zero models by using "normal-sized" women to advertise its clothes.
In a bold stance, the department store will employ a variety of women of different shapes and weights and will even use larger mannequins in its shop windows.
John Lewis believes that it has laid down the gauntlet for other High Street retailers to convey a "realistic" image of what women look like.
It hopes the move will help to combat anorexia, the potentially fatal eating disorder that affects thousands of girls and young women, which critics say is fuelled by images of routinely ultra-slim models.
Bosses also think the campaign could have a similar impact to the marketing for Dove skincare products.
Sales rocketed thanks to its advertisements showing women with fuller figures.
While the average British woman is a size 16, most models are a size eight, ten or even six.
John Lewis is already using a size 12 model to market its 2007 summer swimwear collection.
Old standard: Slim model Petra Nemcova
But it was forced to recruit South African Lauren Moller because none of its British model suppliers had women of that size on their books.
John Lewis spokesman Mark Forsyth said the company would not necessarily stop using size eight models but would ensure more variety.
He said: "It's about health and promoting diversity. We are hoping that this will stimulate a debate."
The company has recruited Britain's leading campaigner on how the media and fashion industry influence eating disorders to advise it how to switch to its new, "more responsible" policy.
Susan Ringwood, of Beat, the eating disorders association, will tell designers and executives that while advertising featuring skinny models does not itself cause eating disorders, it can help young women at risk of developing anorexia or bulimia to justify bad eating habits.
"I'm delighted that John Lewis has approached me to do this and are showing some leadership in this area,"she said.
"They feel that people on the High Street aren't going forward as quickly as they should be.
"It's brave of them to be seen to be addressing these challenging issues."
Seven years ago, Marks & Spencer paid the price of such bravery. It saw sales fall after a TV commercial for its fashion range featured a size 16 model tearing her clothes off.
John Lewis's announcement comes in the week that the British Fashion Council will unveil the results of an independent inquiry into the negative influence of ultra-thin models.
The BFC was criticised for failing to follow other international fashion shows by banning such models from its catwalks at London Fashion Week in February. It has been warned that the inquiry, led by Labour peer Baroness Kingsmill, is the industry's last chance to "put its house in order" over the situation before the Government intervenes.
John Lewis unveils its 'size normal' model girls
Linear Mode
