Missguided Unveils New Mannequins With Stretch Marks, Vitiligo, And More

"Because f*ck perfection, it doesn't exist."

The fashion industry has become more inclusive on runways and ad campaigns in recent years, but now store fronts are also getting a much-needed makeover. U.K.-based retailer Missguided has unveiled an array of new mannequins that represent women of different ethnic backgrounds and have features such as stretch marks, freckles, and vitiligo. The figures were created in-house with the help of makeup artists and are exclusive to the brand, according to Campaign.


The new mannequins are a part of Missguided's ongoing #MakeYourMark campaign which launched in December 2017. The campaign aims to promote body positivity and broaden narrow views of beauty within the fashion industry. The brand hopes to encourage self-love by helping people embrace their imperfections. 

"We're on a mission to inspire babes all over the world to love themselves, for themselves, to embrace your flaws, and to not strive for what the world perceives as perfection," it says on the brand's website. "Because f*ck perfection, it doesn't exist."

Last year, Missguided pledged to stop retouching model's stretch marks and other so-called "flaws" in their ads as part of the #MakeYourMark campaign. They even went a step further by launching a completely un-retouched ad campaign featuring diverse models, body positive activists, and bloggers. 

The diverse mannequins, which are currently on display in the brand's two stores in Westfield Stratford City in London and Bluewater Shopping Centre in Kent, have been highly praised online. 

"ACTUALLY LOVE THIS!! @Missguided setting the example for women all over the world and our daughters," one Twitter user wrote

While it's certainly an exciting start, one noticeable issue with the new figures is that they do not represent a diverse range of sizes. 

Last year, a study published in the Journal of Eating Disorders explored the body size of mannequins in high street-fashion stores in the U.K. and found that "the average female mannequin body size was representative of a very underweight woman and 100 percent of female mannequins represented an underweight body size." By comparison, only 8 percent of male mannequins represented an underweight body size.

Mannequins are supposed to show what clothes look like on a person, so while they're only figures, it matters that they represent diverse body types. 

Hopefully, more and more brands will rethink their clothing sizes, campaigns, and mannequins to make them more inclusive and representative of the diverse people who wish to shop in their stores. 


Subscribe to our newsletter and get the latest news and exclusive updates.