Made Tall: Creative, brand-led digital PR for Long Tall Sally

Achieving global coverage with the world’s first mannequin based on the proportions of a real woman

It's no surprise that the mannequins you see in stores often look nothing like the average person. As a true specialist in clothing for tall women 5'8" and above, Long Tall Sally aimed to break away from the standard "fashion" mannequin. Their goal was to prioritise customers' fit and design needs by creating a mannequin reflecting real proportions. In collaboration with Long Tall Sally, we developed ‘Harriet’—the world's first mannequin modelled on the realistic proportions of a size 14 woman.

What we did

Digital PR

Brand awareness

Creative campaign

The Results

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The Challenge

Audience analysis highlighted that shop window mannequins were far from representative of the average female body, often resembling a size ‘zero.’ This perpetuated unrealistic expectations of body shape within the fashion industry and so Long Tall Sally sought to empower women to feel confident in their bodies, regardless of shape, size, and, most importantly for the brand, height.

Our goal was to develop a distinctive campaign that would foster positive brand sentiment, establish strong fashion credentials, land linked coverage and enhance visibility in a specialised market.

Our Approach

We wanted customers to be involved from the off so ran a competition that invited Long Tall Sally’s audience to apply to become our mannequin. Once selected our winner, Harriet was digitally scanned and transformed into a mannequin using cutting-edge technology, including a milling robot and 3D printing. This innovative process addressed growing customer demand for more authentic representations of body shapes, contributing to a more inclusive and forward-thinking fashion industry.

To maximise the impact of this groundbreaking content, we documented the mannequin creation process through photography and videos, creating a suite of campaign assets to complement the mannequin itself. Additionally, we developed a content hub featuring articles on the importance of designing clothing specifically for tall women, along with interviews with Long Tall Sally’s Head of Garment Technology and a fashion historian. This ensured the campaign resonated with diverse audiences and aligned with a broad range of search interests.

The Harriet mannequin received global attention, featuring in the window of Long Tall Sally’s flagship London store and even appearing on a billboard in Times Square.

Check out the video below.

"Getting the emotional tone of the campaign right was critical to our success. We wanted to do everything we could to make Long Tall Sally’s customers feel great about their height and their bodies and feel that the campaign really delivered.”

Sophie Coley, Director of Strategy, Propellernet