Cashing on the size-zero debate, John Lewis has employ 'normal sized' women to advertise its collection this time.
The department has not only hired women of different shapes and weights, but also used larger mannequins in its shop windows. Bosses of the store aim to combat the problem of anorexia, which experts claim is fuelled by ultra thin models.
The sales have significantly increased because of the advertisements showing women with fuller figures. The company was forced to recruit South African model Lauren Moller because none of its British agencies had curvaceous models.
John Lewis spokesman Mark Forsyth said,
It's about health and promoting diversity. We are hoping that this will stimulate a debate.
The decision of employing plus sized models comes the same week when the British Fashion Council will unveil the results of an independent inquiry into the negative impact of wafer thin models on the society at large. In February, BFC was slammed for not banning thin models from its catwalks at London Fashion Week in February, the way many other reputed International Fashion Weeks have already done.