Retail giants give full-figured mannequins a dummy run

Size 16D mannequins will be on display in the underwear department of Myer to reflect the average size of women such as plus size model Emma Harrison. Picture: Andrew Tauber Source: Herald Sun

The size 16D dolls will grace Myer and David Jones' lingerie floors nationally from today as the retailers size up to curvier customers.

In the past, voluptuous dummies above the global industry standard size eight or 10 have been mostly hidden away in the plus-size clothing sections for larger women.

The ample mannequins, created by bra and knicker maker Berlei, puts Australia as one of the first countries to make shapely dummies more visible to a broader range of shoppers.

About 40 of the lifesize figurines will be assembled in fifteen Myer and two DJs stores around Australia.

Berlei general manager Sally Berkeley said she was inspired by British department store Debenhams, which launched a trial of size 16 dummies across the UK in February this year.

Berlei's mannequins are based on the measurements of Aussie international model Laura Wells, the buxom face and body of the brand's Curves range.

Chadwick model management director Matthew Anderson, who has sat on fashion industry body-image advisory panels, praised retailers for responding to what customers want.

"Size in fashion has always ebbed and flowed. Look at the 1920s, look at the 1960s. In the 1920s it was popular for women to strap their chests for the flapper look, and in the 1950s it was really shapely, the 1970s was very sexy," he said.

The average measurements of a modern Aussie woman are 92cm in the bust, 74cm waist and 99cm around hips, which fits a standard size 16.

The full-figured market is continually expanding with the most popular bra size increasing over the past six years from a 12B to a 14C.

"About 38 per cent of women in Australia are a D-cup plus," Ms Berkeley said.

"We are often inspired by something we see on a mannequin and we decided it was about time we showcased our product on the right size."

Myer spokesman Mitch Catlin said the retailer prided itself on catering for customers of all shapes and sizes.

Ms Wells and singer Kate Ceberano will launch unveil the mannequins at Myer's Melbourne Bourke Street outlet today.