Swedish Mannequins Get Real

Unreal...

A Swedish department store has renewed the body image debate, after pix of its 'normal-sized' mannequins appeared online.
Åhléns introduced new-look mannequins to all its 76 stores back in 2010 - to widespread customer acclaim. But a recently-blogged photo stirred up fresh interest: so much so that the pic has gained over a million Facebook likes!

Real...

"We use different-sized mannequins because our customers are all different," says Åhlens' spokesman Monica Hultgren. "We're proud of them because of the great reaction from customers and it's good to encourage a positive body image."
The fashion industry's come under fire in recent years, due to it's skinny shop dummies that don't necessarily reflect the average woman. EG: most UK mannequins are size 8-10, around 5ft 10" and, in heels, create an

Something for everyone...

unrealistically long lean image. This is generally unachievable and helps create low self-esteem, as the average UK woman is size 16 and 5ft 4".
In Sweden, the average female is size 12 and 5ft 7". US dummies are usually 4-6, way below the average size 14 female.
So, well done to Åhléns! There's far too much focus on one fashion image. We all come in different sizes, shapes, colours and heights, and thank goodness for that!
The big question now is whether other chains will follow this positive example...