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John Lewis embraces body diversity


Top marks go to John Lewis which last week pledged to use models of varying shapes and weights in all future advertising.

John Lewis spokesman Mark Forsyth said: "You don't have to be super-skinny to model clothes in an attractive way.

"This is about being honest by showing the garments worn on the shape and size of a woman who is more typical of our customers."

The move follows the shop's decision in February to use size 12 model Lauren Moller (pictured left) to front its swimwear collection.

John Lewis was forced to use South African Moller after its regular UK modelling agencies explained they were unable to provide a size 12 model as they consider this a 'plus size'.

Here's hoping more fashion stores are shamed into following suit pronto.

Read the full story here.

Reader Comments (5)

I think she's getting too much credit. She's still below average. At 5'8", she's only 130 pounds, which is average for a person 5'5". Additionally, her waist 26", where the average is at least two above that. And her BMI is only 19.8, only 1.8 above what is the minimum. She is hardly plus size.
April 25, 2007 | Unregistered CommenterJaney
I am a 26 yr old single mother of 2 and i weigh 160 lbs and i look and feel great, i used to be 170 lbs just a coupld of weeks ago but since i've started my new job as a medical assistant i've lost about 10 lbs, i have never felt better about myself, and i love the way i look, i have curves in all the right places, i would not change anything about myself and it makes me sick to see all these young girls starv themselves to be a size, the modeling industeries have a huge impact on out society now a days, i used to be a size 5 before i had kids and now i'm a size 9 and like i said i'm loving it, i eat right and exercise, i hope i can my words to women across the world and tell them that you are who you and you better love yourselves a woman is a woman with curves and you don't have to be a size zero to look sexy you can still be sexy and feel sexy how ever you look.
April 25, 2007 | Unregistered Commentermaria
I am 36, mother of a 13yr old, 5'7" and 158 pounds. My goal is to be back at 150 when I felt my best. At that weight, I had curves but still felt I looked my best. I used to be 125 lbs and looked like a walking skeleton. I applaud the British store that uses size 10 mannequins. I wish we could get the US to see that designers will sell more if they catered to the largest audience rather than the extreme end of the spectrum.
July 11, 2007 | Unregistered CommenterChristina
I've always loved John Lewis for the way they profit-share with their staff, and they are now leading the way again. Sure, it's not enough on its own to change the world, but a great example of a responsible business taking a small but significant step. Well done John Lewis!
July 22, 2007 | Unregistered CommenterJude
Curves are where it's at! Natural, real women hold the pure energy that we all possess. Kudos for John Lewis!
August 21, 2007 | Unregistered CommenterJezebel

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