John Lewis to advertise with bigger models

John Lewis is countering the size zero advertising norm and has chosen "normal-sized" women to advertise its clothes in a backlash against too-thin models. Whilst the debate continues on all levels of the fashion spectrum, the Group has already begun using a UK size 12 model to market its summer swimwear collection.

The retailer told WGSN it will select a variety of women of different shapes and weights and will even use larger mannequins in its shop windows in a bid to create a "realistic" image of what women look like. While the average British woman is a size 16, most models are a size eight, ten or even six.

John Lewis spokesman, Mark Forsyth, told the Daily Mail the company would not necessarily stop using size eight models, but would ensure more variety: "It's about health and promoting diversity. We are hoping that this will stimulate a debate."