Debenhams unveils size 16 mannequins to reflect average woman Mannequins trialled three years ago and will be rolled out over 170 stores Size 10 is standard size for mannequins - Debenhams want to change that Backed by equalities minister Jo Swinson who promotes body confidence Debenhams has made a step forward in promoting body confidence by becoming the first high-street retailer to permanently introduce size 16 mannequins. The new mannequins, which were trialled by the high street store three years ago, will be used at its shop in Oxford Street, London. They will appear alongside size 10 dummies on all women's fashion floors, before being rolled out across all 170 of Debenhams' UK stores. Promoting body confidence? Debenhams becomes first mainstream high street store to introduce size 16 mannequins Profit boost: Debenhams found that shoppers are three times more likely to buy an item if it is displayed on a mannequin with their body shape Size 10 is the standard size for mannequins on the high street, a far cry from the dimensions of the average British woman. Debenhams director Ed Watson said: 'The average British woman is a size 16, but the high street has been showing them clothing on a mannequin that is three sizes smaller - until now. Having worked on this project for three years, we hope that it will help people in some small way to feel comfortable about their bodies and, crucially, that other retailers will follow. The move was backed by equalities minister Jo Swinson, who has led a Government drive to promote body confidence among women. She said: 'The images we see in the world of fashion are all pretty much the same - it's as if there's only one way of being beautiful. Yet nine in ten people say they would like to see a broader range of body shapes shown in advertising and the media. 'Good business sense': Equalities minister Jo Swinson, pictured, backs Debenham's launch of size 16 mannequins Incentive to buy: MP Jo Swinson said at today's unveiling that women are three times more likely to purchase clothes when the fashion models are their size 'That's why the Government has fought hard to challenge our looks-obsessed culture. Our Body Confidence campaign has been working with the retail industry and others to encourage a diverse range of models. Recent research found that women are three times more likely to buy clothes when the fashion models are their size, so I hope more retailers will recognise that meeting customer demand for more diversity makes good business sense. Trial: The new mannequins, which were trialled three years ago (pictured), will be used at its shop in Oxford Street, London Defying conventions: Debenhams banned airbrushing on a swimwear campaign in 2010 (L) shows a model before and after airbrushing (R) in a bid to highlight how unnecessary the practice is Fashionable diversity: In April, Debenhams unveiled its amazing new diversity campaign featuring the likes of Paralympian amputee Stefanie Reid Many customers want to see more realistic images in magazines, TV and on the high street, and having mannequins that reflect and celebrate our diverse society is one way of helping to achieve this. Debenhams has a history of defying conventional fashion promotion, using a disabled model when it launched its Principles range, banning airbrushing on swimwear advertising and running a lingerie campaign featuring a model over 50.