So our first sponsor M&S have included a more diverse line up in their latest advertising campaign. And what a delight to behold. Rather like our very first campaign:: Size Me Up, shot 3 years ago by Kayt Jones for i-D Magazine, there are similarities.


As you can see the the GOOD the GREAT and the GREY are all featured here. Just like our first campaign Size Me Up, shot by Kayt Jones for i-D Magazine, this group shot 3 years earlier by Nick Knight and Erin O’Connor at SHOWstudio suggests that women who embody a more realistic ideal are not only good looking in front of the camera, they are also GOOD BUSINESS. Why because everyone loves fashion and women who aren’t standard model shaped or aged are inspired by more realistic images. And then guess what happens…they make a more authentic connection with the women in the images and they BUY.


When All Walks launched Size Me up all those years ago it was the beginning of a dialogue to open up the debate on size, age and visual appearance. To kick off a new way of thinking. And guess what…it’s working

Canadian Dr Ben Barry’s released research from the Judge Business School last June which will have helped the highstreet understand that it’s a smart business move to profile the customer in a more inclusive way. In a full circle All Walks is visiting the Ryerson University in Toronto at his request this October to deliver our first Canadian All Walks lecture.

We’ll keep on going….what about you?

Praise for the first campaign…

“I am delighted to be working with All Walks Beyond the Catwalk as part of my work on Body Confidence. It is an organisation which has the capacity to make a real impact on the fashion industry. ” Former Gov Minister of Equalities Lynne Featherstone.

“All Walks is not only a crucial but an exciting project. The Fashion Industry is capable of wondrous artistry and edginess and it is wonderful to see the team bringing their considerable experience of the fashion world to the visual representation of Body Diversity.”  Psychoanalyst Susie Orbach

“It’s very important that we question the parameters that define beauty. I’m thrilled to support the All Walks initiative.” Nick Knight

Over 28 empirical studies revealed:
Average sized models are perceived to be as effective in selling as ultra-thin women  and ultra-muscular men
Women who are larger than catwalk walk models increase their purchasing intentions by 300% when they see a curvier model
There were similar positive correlations between purchasing intentions and the age and ethnicity of models too.

Report by Caryn Franklin Co Founder.