Marks & Spencer has enlisted the help of five fashion bloggers to help women understand their body shapes and give them the confidence they need to make informed decisions about the dresses they buy.
The bloggers are of different shapes and sizes themselves and will show women how to identify the five main body shapes and the most flattering dress styles for each one.
The online advice hub has an informative video and styling tips page. Bloggers Muireann Carey-Campbell, Amanda Carr, Kate Sutton, Gemma Cartwright and Harriet Thorn will also be seen self-modelling the dresses.
The hub has been launched in response to a recent report by MPs on body image indicating that more than half of the public has a negative body image.
M&S said the tips would prove that "there’s a style for all women".
Rectangle shaped Muireann of Bangsandabun.com, says it's all about the "optical illusion of creating a bit of a waist".
"I tend to go for classic shift dresses but if there’s gathering in that area it always helps.
I’ll experiment more with different fabrics, colours and patterns.”
Kate of WitWitWoo.com has a curvy hour-glass shape and for her, it's important to strike the right balance in the bust area.
“I can’t really avoid it, but [I tend to show] my cleavage area - but I don’t like to show too much off, just enough!" she says.
"I would tend to wear a maxi dress in the day, something free-flowing and comfortable. In the evening, something more fitted, probably a bit sexier and just below the knee."
Amanda of TheWomensRoomBlog.com is more concerned with support and structure, “Because I’m slightly older - I’m over fifty - I’m looking to cover up that ‘fifty-roll’ you get as you get older, around the waist.
"So I really love dresses, often with a bit of structure in them. As you get older you like a bit of structure in your dresses."
Gemma of BigGirlsBrowse.com is a pear shape, while Harriet of WhereIsHarriet.com, is hour glass. But they both agree that nipped in waists and fuller skirts are the most flattering on their frames.
M&S's assistant dresses buyer has some additional tips for the ladies in a free downloadable 'buyer's guide'. Shoppers can then print out and bring the guide to the store with them to use as they browse.
Barbara says, “Pop the guide in your handbag and bring to your local M&S, so you’ll always have some key pointers to stick to when dressing your body shape”.
View the ‘How To Dress For My Body Shape’ advice hub online at www.marksandspencer.com/Dress-your-Bodyshape-Dresses-Womens/