Most shoppers don't expect to see curvy mannequins upon entering a retail establishment. However, at Swedish department store Ahlens in 2013, that is exactly what customers witnessed in the lingerie department. Breaking away from the status quo, the retailer decided to use mannequins that actually represented the sizes of normal human females. A customer took a photo of the lingerie-clad mannequins, and within hours of posting it on Facebook, the photo went viral with over 1 million likes. Upon being given the opportunity to speak out and call for change, online consumers engaged in passionate conversation about why more retailers do not have mannequins similar to those at Ahlens. Considering the multitude of responses, this event revealed that the disconnectedness between the construction of mannequins and the average sized woman is something that consumers have been unhappy with for a while. The average size woman is a size 12 to 14. In the U.S., the average women's mannequin is a size 4 to 6. While working at Banana Republic Factory Store, I am tasked with dressing our size 0 to 2 mannequins on a regular basis (image on right), and customers commonly request larger sizes from the back. If retailers want customers to feel comfortable in their stores, they should acknowledge the type of message these mannequins send to consumers. After the popularity of the Swedish mannequin photo, I predict that more stores will adopt the use of plus-size mannequins in an effort to develop guilt-free shopping experiences for their customers.