A version of this story first appeared on Forbes.com

In 2020, we’ve seen the fashion industry attempt to embrace diverse bodies and ethnicities, but progress has still been slow. Even when consumers see varied models on social media and e-commerce sites, brick and mortar retailers have been even more behind the times, as most in-store mannequins are still impossibly thin and predominantly white.Lane Bryant, however, is trying to change that with their latest retail initiatives. The brand recently became the first major North American retailer to introduce new size 14 mannequins in a variety of skin tones. The mannequins have debuted at the brand’s Columbus, OH flagship store.

To learn more about how Lane Bryant developed these mannequins and their ongoing initiatives to make diversity a priority in stores, we spoke with VP of Brand Marketing Strategy and Creative, Lexy Onofrio.

The new mannequins at Lane Bryant’s Columbus flagship

SIMPLY: What inspired the decision to develop more diverse mannequins for Lane Bryant stores?

LEXY ONOFRIO: Through valuable customer insights in recent years, Lane Bryant understands the importance of representation and personalization. Lane Bryant has embraced inclusivity since its inception in 1904.

Lane Bryant had worked to set a new industry standard by focusing on the diversity of the brand’s customer base by celebrating different curves, skin tones and styles. The new mannequin program was intentionally designed to reflect and celebrate the diversity of the Lane Bryant customer by showcasing product on forms in four skin tones.

SIMPLY: How does this decision tie into Lane Bryant's ethos as a whole?

LO: Lane Bryant has been a leader in inclusive fashion from the beginning, when founder Lena Bryant began creating maternity designs for women who needed a style solution. Now, Lane Bryant continues its legacy as a pioneer in the industry as one of the first major retailers in North America to display product on revolutionary mannequins in a variety of skin tones, reflective of the brand’s diverse customer base.

Historically, Lane Bryant’s brand ethos celebrates women of all sizes and shapes; a mission that continues to guide innovation in product and store experience for the brand.

SIMPLY: How do you see consumers responding to these new changes?

LO: The goal is that the Lane Bryant customer sees herself and her personal life journey reflected across all brand touch points: from social media to her in store experience. Ultimately, through everything we do as a brand, we encourage her to take inspiration from our marketing and product to create her own lane, her own way.

The response to the new, diverse mannequin program at our Easton Gateway location (in Columbus, OH) has been overwhelmingly positive, and the team could not be more pleased.

SIMPLY: Does Lane Bryant have any other upcoming initiatives to highlight diverse bodies in stores?

LO: Lane Bryant has made it a priority to showcase bodies of all shapes, sizes and curves across our brand marketing channels, from our digital experience and social media expression, to our in-store marketing.

Past brand campaigns have included a diverse range of customers, influencers and models whose curves have been celebrated across Lane Bryant’s brand imagery with a presence in store and on digital media. And the brand certainly continues to apply that same philosophies from those initiates to future brand opportunities.

SIMPLY: What are your hopes for the fashion industry as a whole in terms of prioritizing diversity?

LO: It’s Lane Bryant hope that the fashion industry AND media continue to prioritize inclusivity – whether it’s women’s’ fashion or beyond. Representation isn’t just a buzz word: it’s imperative to show women and girls that beauty/style/fashion, etc. isn’t pigeonholed to a one ideal that can be considered outdated.

For Lane Bryant, it’s important to not “talk the talk” and not “walk the walk.” We’re continuously speaking to our customer to understand how she wants to be represented in our store. And certainly encourage fellow industry brands and media outlets to do the same.