John Lewis to use size 14 mannequins

[TheMoog]

John Lewis to use size 14 mannequins



One of Britain's biggest department stores is to use size 14 mannequins for the first time.


In a pioneering move, John Lewis will introduce a limited number of the larger dummies into one of its regional stores later this year.

It follows the company's ground-breaking decision to challenge conventional images of beauty by using a size 12 model to front its high-profile swimwear campaign.

Spokesman Mark Forsyth told the Daily Mail's sister paper, the Evening Standard: "We will be introducing a small number of size 14 mannequins into our Peterborough store at the end of this month.
"We're going to trial them to see how our customers respond to them and how they work in the visual landscape."

• If the trial is a success the mannequins could be rolled-out across the company's other stores. But Mr Forsyth stressed they would not replace the company's more conventional army of size 10 dummies.

The trial - which has been seen as another victory in the campaign against unhealthy size zero models - is part of an ongoing drive by John Lewis to model their garments on realistic body sizes.
In January it broke the high street mould by choosing size-12 South African model Lauren Moller to launch a selection of swimsuits, sarongs and bikinis.
At 5ft 8in, Moller had a body mass index of 19.8 - which falls within the healthy range recommended by the World Health Organisation.
The average catwalk model is 5ft 9in tall and weighs seven stone 12lb - a BMI of only 16.
The store had problems finding a suitable size 12 model for the shoot.
When it contacted regular agencies they said they did not represent such "largeî models, and referred them to ones specialising in plus-size women. "We were astonished," Mr Forsythe said. "Size 12 isn't big. It's still quite slim."


John Lewis to use size 14 mannequins | the Daily Mail

[Tati]

^ This is the way it should be done, in my opinion. Don't just emphasize the extremes, but rather feature a few models of a variety of sizes, a few mannequins of a variety of sizes, all mixed together, not trying to make an obvious point about it either way. That's the way the real world is, and that way more consumers would be able to relate to what they see in the shops or on the catwalk. There's no sense in demonizing or omitting the very slim or the bigger sizes - both exist in reality, both should exist in the fashion industry.

[sweet and sexy]

^ This is the way it should be done, in my opinion. Don't just emphasize the extremes, but rather feature a few models of a variety of sizes, a few mannequins of a variety of sizes, all mixed together, not trying to make an obvious point about it either way. That's the way the real world is, and that way more consumers would be able to relate to what they see in the shops or on the catwalk. There's no sense in demonizing or omitting the very slim or the bigger sizes - both exist in reality, both should exist in the fashion industry.

I totally agree Tati.

[mklady]

What size does that come to in the US?

I just wonder because I've always been frustrated to see the mannequins wearing these great little outfits and when you turn the corner you see that everything has been pulled, clipped and pinned (Lane Bryant is the biggest offender, go figure).

[Daphne]

What size does that come to in the US?

I just wonder because I've always been frustrated to see the mannequins wearing these great little outfits and when you turn the corner you see that everything has been pulled, clipped and pinned (Lane Bryant is the biggest offender, go figure).

I hate that too. That same technique is also used in photoshoots. It's no wonder nothing ever looks the same on a real body as it does on a mannequin or in a magazine.

[sweet and sexy]

^ I hate ythat too, the pinning and clipping. Things need hours of alterations to look so nice in real life.

[DoveFeatheredRaven]

I think a size 14 UK is a 12 in the US. We have some Brits around here who will know. But I think that is right because when I shop in the UK I always have to buy a bigger numbered size than here. I think.

Either way, props to John Lewis. Totally shopping there when I go back.

[january]

Way back when I used to work retail, size 12 was the average American woman. I did have quite the time because on most women of average height, size 12 looks pretty healthy; however, it was hell to try to find the right sizes and keep them in stock. For whatever reason, we always had an excess of size twos and fours, whoever was doing inventory was sorely confused with the average size of a woman.

[Heavenseventeen]

US sizes are always 4 sizes smaller so UK size 14= US 10

[OoOitzCathyOoO]

Wow!! That is totally awesome!

[mklady]

Ok, so my butt is a 14 and my chest is about a 14/16 which makes me an 18 ass and an 18/20 chest in the UK.

That is something that makes buying any clothes a pain in said ass. I'm on the line for so many cuts it's like nothing fits right. I have small shoulders so things that are wide necked fall off me, too low cut and I'm hanging out to the belly button it seems, it it comes up to high in the waist it's sitting on my ribs and if if I want my pant legs to be the right length the waist is going to be up to my boobs. I want to be rich with a personal tailor.

You know, I don't look as freakish as I sound .

[TheMoog]

Ok, so my butt is a 14 and my chest is about a 14/16 which makes me an 18 ass and an 18/20 chest in the UK.

That is something that makes buying any clothes a pain in said ass. I'm on the line for so many cuts it's like nothing fits right. I have small shoulders so things that are wide necked fall off me, too low cut and I'm hanging out to the belly button it seems, it it comes up to high in the waist it's sitting on my ribs and if if I want my pant legs to be the right length the waist is going to be up to my boobs. I want to be rich with a personal tailor.

You know, I don't look as freakish as I sound .

LOL, mklady!!!!

I know what you mean!!!! Nothing seems to ever fit me properly either!

I'm really tall and have a curvy shape (even at my thinnest). I am pear-shaped. Quite short-waisted. Legs not as long as you'd think for my height.
Yet getting a long enough sleeve for my arms is a nightmare!

I too need bespoke clothing

[Rondette]

LOL, mklady!!!!

I know what you mean!!!! Nothing seems to ever fit me properly either!

I'm really tall and have a curvy shape (even at my thinnest). I am pear-shaped. Quite short-waisted. Legs not as long as you'd think for my height.
Yet getting a long enough sleeve for my arms is a nightmare!

I too need bespoke clothing

I second that!!! I have the same problem...it's infuriating- all those nice dresses that are so fashionable now barely cover my arse because I am long-bodied.

And yes, I have great problems with sleeves too! Shall we start a 'tall birds with short legs' shop??

[TheMoog]

I second that!!! I have the same problem...it's infuriating- all those nice dresses that are so fashionable now barely cover my arse because I am long-bodied.

And yes, I have great problems with sleeves too! Shall we start a 'tall birds with short legs' shop??

LOL! Yeah, that would be great!!!

Another thing that annoys me - it's still fashionable for a lot of tops to have 3/4 sleeves. That can be pretty but when you've got orangutan-length arms, it just makes them look like the sleeves have shrunk!

[A*O]

Yeah - before our US posters faint, a UK size 14 is a US size 10. I'd say that was an average size for most women on both sides of the Atlantic? John Lewis is a great company - one of the few things I miss about the UK.