Rather than shoppers aspiring to be like models and mannequins, Missguided is making their mannequins aspire to be more like their shoppers.
The women’s clothing retailer started its #makeyourmark campaign in December, which includes unretouched models, bloggers and body activists. It’s making its next mark with a range of body positive mannequins to be featured in Westfield Stratford City in London and Bluewater Shopping Centre in Kent, with the aim of encouraging body-positive self-perceptions.
The unconventional mannequins, realised with the help of in-house make up artists, are from different ethnic backgrounds and have naturally occurring body features, including stretch marks, vitiligo and freckles.
Missguided describes the campaign on their website: ‘We are on a mission to inspire babes the world over to love themselves, to embrace their flaws and to not strive for what the world perceives as perfection.’
One of their down-to-earth models adds on to this encouraging message: ‘My life motto is don’t ever take yourself too seriously, celebrate yourself, have fun and always have a laugh whilst doing it.’
Read more about the original mannequins here.