In the midst of fashion week, Debenhams unveiled a new shop window display at its Oxford Street flagship store featuring size 16 mannequins sporting their latest Ben de Lisi collection and a sign saying: "I'm a size 16, do you want see more of me?" 
With nearly 50% of Debenhams customers buying size 14 and 16 clothes it seems the time has come to rethink how retailers present their wares to their customers. Because in the end, that is what mannequins and shop window displays are for: to show the passer by (and potential customer) how great an outfit and all its accessories can look in 'real life'. As opposed to fashion shows where the main objective is to showcase the garments (and the designer's flair) and where the models are really just human coat hangers, a shop window is there to inspire and pull the shopper off the street because she identifies with the mannequin and can see herself wearing those very clothes. If the outfit is shown on a tiny frame which bears no resemblance to the shopper - it's unlikely to inspire her to buy it. 

Hopefully, Debenhams' move away from the usual size 10 mannequins is more than just a PR stunt. For many women, clothes shopping is at its best awkward and can often be a depressing, humiliating experience. We hear it again and again on Beyond Chocolate workshops: so many women can't bring themselves to face the trials and tribulations of the high street. By using size 16 mannequins Debenhams are sending a message: "it's OK to shop with us, whatever your size or shape - you are welcome here." 

And that can only be a good thing right? Well yes, to an extent - what would be truly wonderful would be to see shop windows populated with all sorts of mannequins: tall and short, pear shaped and hourglass figured, size 8 and size 22, young and old, black and white... Now that would truly be a reflection of their customer base!

Apparently, Debenhams will be rolling out the size 16 mannequins to stores across the country depending on customer feedback. The Beyond Chocolate community can make a difference so why not let them know what you think - you can post a comment on their blog or contact them by email or phone or with a good old letter. If the Debenhams initiative has touched a chord then don't just sit back and watch. Have your say. This is how change happens.

Thank you to Chocolate Fairy Teresa for flagging this up. She came across the news on the excellent Big Girls Browse: Shopping & style for women with curves blog