Super skinny models for M&S?

[CheeseDreamz]

I am really struggling to shop online at the moment as it feels like many retailers are using super slinky and very tall models to show clothes that are usually aimed at a more average demographic and body type. M&S being the worst right now.

Before people accuse me of body shaming I am observing the predominant use of what is actually quite a rare human shape - not about whether it is attractive, or healthy or possible to achieve. 5ft 10+ and size zero with very long legs is not that common, especially over 25. I have my thoughts on this, but my question is more around the widom of doing this and the difficulty of shopping.

It's making it impossible to tell what a piece of clothing might look like if you have boobs or bum, even at a size 12. And in many cases the clothes don't even look that great. Also has the model wears size x information now gone on many sites?

Looking over a few sites it seems to be increasing in mens clothing too.

I know that representation of a variety of body types has been adopted (for years by some retailers) but it feel as if that is really waning now - weirdly it seems to be better in brands I would consider for younger people. There is some discussion in the media about "the return of hyper skinny" (though a quick google reveals there are articles on this going back to 2022), so it's a perennial thing. But really, who the hell do M&S think shops with them? It's so off-putting - all I see is that these clothes are not for me.

@DelilahRay you sound really sensitive. It isn’t skinny shaming saying that most women don’t look like the models used on these websites.
who are you to say what is “impressive” or not when it comes to a pair of breasts anyway. There is no need to insult overweight women in your comments. It’s the same as skinny shaming.

I agree. They’ve hired cat walk style models whereas your ‘average’ woman would be better for visualisation of the clothes as that’s the largest demographic . It puts me off the clothes with all the silly poses they do too.

I went into store the other day and the clothes aren’t great. It feels like the clothing range is having an identity crisis on who it’s appealing to. I don’t know anyone in my own age group (millenial) who shops there personally.

@DelilahRay i haven’t reached any of those comments yet but I agree . I don’t think these models looks unhealthy. I don’t think they are representative of the average person at all though and that’s never going to change. I’m not going to throw out comments about people’s breasts not being impressive because they are either underweight or overweight though. As someone who is borderline overweight and struggles a lot with diets etc, I really don’t think many overweight women are “celebrating” it either.

I politely disagree.

When Twiggy modelled for them in her later age the clothes did very well. Holly Willoughbys range sells very well.

Their stuff has gone downhill quality wise I reckon. I bought a two pack of leggings that didn't even last a year! Asda's George range seems much better.

The lack of muscle is usually a give away.

I find the same. It's either 'celebrating' obesity or very skinny women. I just want to see what clothes look like on average height women who are mid range BMI

Second this. Asda women’s and baby clothes have floored me in terms of quality and cost.

Shock horror but some very thin women have large breasts too… believe it or not.

The M&S site appears to have a variety of body sizes, even if all the models, whatever size, are tall. That's the most annoying thing for me as a short person. Together with them modeling "tummy control" swimwear on women with zero tummy to control!

although there are lots of reasons not to buy from shein, they have hit on a very good way of doing exactly this - give customers points if they post a review, more points if they post one with a picture in, more points if they list their exact height and weight, and then more points again if people upvote it as helpful.

together with the sheer size of their operation, shipping to so many countries, it means that most outfits on there do have a selection of photos of them being worn by 'real' people and it is very helpful.

At the other extreme, some brands are taking it too far by having morbidly obese women model their clothing…

I don’t care what cup size you are frankly. That don’t “impress” me much! And it does make sense because you are implying someone describing large breasts as impressive is thin shaming.

you also said large breasts on overweight women specifically aren’t impressive. You seem to have an issue with overweight women. Sorry you feel that way.

It's called Ozempic Chic, like the 90s Heroine Chic but legal.

The M&S models don't look unhealthy, but the OP is correct that they are all the same ectomorphic body type (tall, long-limbed and slim), and that this is not typical or remotely representative of the average customer. Most shops are the same.
What annoys me is the way women seem to internalise the idea that very tall and slim is ideal - there are people on here saying things like "I'm short and dumpy" or " those clothes would not look so good on me" etc. There's nothing wrong with being short ffs, or any other height or shape so long as you are healthy. If the clothes don't fit or suit your figure, reject the clothes, don't criticise your own body type.

the top of a dress with bust darts is just flapping around because the model is not full busted enough to fill it.

Clothes with darts rarely fit me well. It's an issue for woman with very small breasts.

Dressmakers/designers will always choose tall, slim models because the clothes hang better.

They have changed their model type recently, I’d noticed it. The tall, very slender type is similar to high fashion catwalk models so I think they are trying to subtly position themselves as more aspirational than practical - a definite marketing strategy. They have had their ups and downs with this approach, it must be informed by research into potential demographics for their brand but a major problem is that design has improved but when you actually look at the garments, the quality is way down. They don’t really seem to have hit the sweet spot of understanding their potential purchasers - they have kept prices low, but they can’t produce at that rate and higher fashion often demands good basic quality to carry it off , in better materials, better finish, lining etc.

The not relating to actual potential purchasers is shown in the models - in the days of mail order, rather than online, the models were attractive, well groomed and of a standard size 10ish but still relatable to purchasers. They could easily imagine themselves in the garments, even if they were taller/shorter or bigger/smaller. There were plenty of models less than 5’ 7” who made a good living with catalogue/ editorial work, who would not have made it in catwalk/high fashion magazines ( if they had even wanted to)

@denhaag But darted clothes, which always look way better on me, do not hang well on women with no or very little bust.
I have a hourglass shape. Clothes look totally different on me to how they look on tall thin models. It makes it very difficult to buy online.

Yes! Let's just see some average height women who are a healthy weight.
Sadly the only place you see models like this is on plus sized sites....which is another issue in itself.

This is a good point. I'm a lanky sod with the body of a gibbon and I look at certain sites thinking 'There's nothing for my shape here'.