London: The fashion industry is transforming traditional mannequins to reflect modern consumer values around body positivity and environmental sustainability. Retailers adapt displays to promote diverse body shapes and eco-friendly materials, ensuring that mannequins remain relevant and engaging in contemporary retail spaces.
Mannequins, long regarded as the silent ambassadors of the fashion industry, are undergoing a significant transformation as retailers adapt to contemporary trends in inclusivity and sustainability. Since their inception in the 15th century, mannequins have been integral to visual merchandising, showcasing fashion pieces in stunning displays. Today, they are evolving to reflect changing consumer expectations and industry standards.
Recent developments in retail environments, particularly in the UAE and China, highlight a trend where live models are increasingly replacing traditional mannequins. However, the classic mannequin is not losing its relevance; instead, it is adapting to meet modern demands. The fashion industry is now more focused on body positivity, with an increasing emphasis on the representation of diverse body shapes and sizes. This evolution has been significantly influenced by a growing societal push against body shaming and for inclusivity.
A study from the Journal of Eating Disorders, conducted in the UK nearly eight years ago, revealed the stark contrast in mannequin representation, in which all female mannequins displayed were categorised as underweight. Today, progressive retailers are shifting this narrative. For example, Gymshark, a British athletic apparel retailer, has created mannequins based on actual community members to promote realistic body representations. Similarly, Nike has embraced plus-size and para-sport mannequins in its stores, resulting in a dramatic surge in searches for ‘Nike’ and ‘plus size’ after the introduction of its new plus-size mannequin.
Chetan Siyal, Founding Member and CMO of Snitch, noted to Apparel Resources, “Nowadays, mannequins reflect different body shapes, skin tones and personalities. This shift connects with customers who appreciate authenticity.” The incorporation of varied body types has also led to an increase in store engagement and sales; Snitch experienced a 15 per cent sales boost during an athleisure launch connected to their diverse mannequin displays.
Environmental sustainability is another focal point influencing mannequin production. As the global mannequin market is projected to grow steadily in the coming years, there is a distinct shift toward eco-friendly materials. Manufacturers are moving away from traditional materials such as fibreglass and plastic in favour of more sustainable options. Levi Strauss has begun utilising mannequins made from 100% recycled materials, while Stella McCartney employs eco-friendly mannequins made from bioplastic.
Sanjeev Magon, the owner of Jambudweep Impex, mentioned that their mannequins are crafted from Linear Low-Density Polyethylene, known for its strength and recyclability, supporting the call for sustainable practices. Similarly, Genesis Mannequins in London creates products from various sustainable fibres, and NOBS Mannequins in the Netherlands offers mannequins that are 100% recyclable, all while incorporating technology such as NFC tags to enhance the retail experience.
Customization is becoming a pivotal aspect of mannequin design, with retailers increasingly seeking unique installations that embody the style and branding of their stores. Sapna Arora, owner of Shri Mahakal Dummy House, provided examples of distinct preferences among brands, stating that companies like Woodland prefer classic grey headless mannequins, while others, like Puma, favour sporty matte grey designs.
Moreover, technological advancements are ushering in a new era for mannequins. The introduction of Digital Mannequins, a 3D-like hologram created by Outform, exemplifies this innovation. Shoppers can engage directly with these models through QR codes, allowing them to customize and interact with various products in real-time.
As the industry continues to evolve, the importance of effective visual merchandising and the portrayal of diversity is increasingly recognised as vital to connecting with consumers. The mannequin, whether traditional or modern, remains at the forefront of portraying fashion in an engaging and relatable manner. As manufacturers and retailers continue to explore new designs and sustainable practices, the legacy of mannequins is assured in a fashion landscape that continually adapts to meet the needs of a diverse and environmentally conscious consumer base.
Source: Noah Wire Services
