Swiss retailers lag behind as body diversity debate divides fashion industry

Major sportswear brands like Nike and Adidas have long embraced diversity in their marketing, showcasing models of different body types, ethnicities and abilities. High-street fashion chains such as H&M and Zara have followed suit with inclusive sizing and adaptive clothing lines. Yet in Switzerland, some retailers still rely on slim mannequins, sparking debate about whether the industry truly reflects its customers.

Swiss retailer On, co-owned by tennis legend Roger Federer, has faced internal questions over its use of rail-thin mannequins. The Zurich-based brand promotes inclusion on its website but displays only slender figures in stores. Employees have raised concerns about the disconnect between the company's values and its visual presentation.

On does offer women's clothing in small and medium sizes, while men's ranges include medium to extra-large, with larger options available on request. The brand argues that diversity is a broader process, pointing to its advertising campaigns featuring varied models. Yet critics note that its in-store displays do not mirror this commitment.

Meanwhile, other retailers are taking a different approach. Coop reports that medium and large sizes are top sellers for both men and women. French sports giant Decathlon has used diverse mannequins for around five years, ensuring its displays represent all athletes. Female figures in larger sizes appear alongside standard ones, reinforcing the message that sport is for every body type.

Department store Manor is also expanding its inclusive offerings. Its lingerie sections now stock a wider range of cup sizes for international brands, aiming to better reflect real body diversity. Yet despite these steps, mannequins representing disabilities remain almost nonexistent in Swiss stores. The 1990s 'heroin chic' aesthetic has even made a comeback, while the body positivity movement appears to have stalled.

While some Swiss retailers are adjusting their ranges to match customer demand, the gap between marketing messages and in-store reality persists. Brands like Decathlon and Manor have taken concrete steps toward inclusivity, but the absence of disabled mannequins and the return of ultra-thin ideals show how far the industry still has to go.