If you look in to store windows, you'll always see perfectly carved mannequins looking at you, dressed in the latest fashion. You'd never see an 'out of shape' or a voluptuous body type that defies beauty standards on a mannequin. This certainly has created certain myths about how the world should actually perceive size and it's almost close to perfection, which shouldn't be the case to begin with.
A Nike store on Oxford Street in London recognised that and has now installed 'plus size' mannequins to maintain regular standards of a particular body type and the mannequins cater to all women with beautiful curves.
Nike has updated its women's floor in London. Includes new offerings for plus-size women and includes curvier mannequins to represent a diverse range of body types that shop the brand. pic.twitter.com/aKVDG4hIhV— Jess Golden (@JGolden5) 7 June 2019
Nike's sole aim is to promote inclusivity in sports because it's not exclusively for people who're fit or slim or have the best bodies but somehow that hasn't been a transparent aspect of any sport company and a 'perfect' body type is always projected through their adverts. Nike went a step ahead to show grassroots athletes in all body types, comfortable in their skin.
“To celebrate the diversity and inclusivity of sport, the space will not just celebrate local elite and grassroot athletes through visual content, but also show Nike plus size and para-sport mannequins for the first time on a retail space.” - a poplar publication reports the ideaology behind Nike's mannequin campaign.
People all over are rather impressed with what the brand is trying to promote, especially real women, who come in all shapes and sizes and work hard to keep fit and love their bodies.7 June 2019
It's more important to be healthy than it is to be skinny. Anything that promotes a healthy lifestyle is a plus in my book. Positive body image is important to mental health. Big is beautiful too.— Ian Lee Rockwell (@IanLeeRockwell) 7 June 2019 7 June 2019
This is great. Plus size people want and need comfortable stuff to workout in.— mercedes. (@KissMyLocs) 7 June 2019 6 June 2019
We're living in times where people are looking for inclusivity everywhere because they don't want to fall prey to standard notions about how one should look or feel or even think. And with this campaign, Nike is setting a fine example of a future that's more malleable and inclusive than judgemental and biased.