It goes without saying that the fashion industry could stand to do better when it comes to diversity, but where things seem to be slowly improving when it comes to race and gender representation, women that don’t fit neatly into a tiny, sample size garment are still woefully underrepresented within the industry (and beyond).

Thankfully, there are some brands trying to change that. The likes of Eckhaus Latta, Savage x Fenty, Telfar, and Gypsy Sport regularly include plus-size models on their line-ups, while Raisa Flowers, Emma Breschi, Barbie Knox, and Jill Kortleve are bringing wider visibility for different bodies both on the runway and off.

Joining those ranks is Nike, which yesterday unveiled its new dedicated women’s space its London flagship store, NikeTown, and with it a series of plus-size mannequins. The move is a significant one, particularly in the hands of a sportswear behemoth such a Nike – helping to shift the existing narrative that being plus-sized is aligned with being inactive and unhealthy.

The space will also offer personal styling and shopping opportunities, an enormous footwear selection, and appointments with personal trainers and sports coaches.

“The re-designed space is just another demonstration of Nike’s commitment to inspiring and serving the female athlete,” explains Nike Europe vice president Sarah Hannah. “This is more than a shopping experience, it’s a destination to celebrate sport just in time for an incredible summer of football, netball, athletics, and more.”