Fast fashion chain New Look has today launched a summer advertising campaign starring ‘real women’.

The chain has signed up 100 customers and staff to model its clothes in TV adverts and billboards in its 100 Days of Summer campaign which starts today (May 9).

According to The Sun, New Look has taken this approach to show that its clothes look good on ‘ordinary’ people. Those modelling the clothes range from a size six to size 18 with an average height of 5ft 5ins.

A spokesman said: “We’ll show that anyone with style regardless of height, age or size, can be a New Look girl.” The retailer is continuing to look for more customers to use as models.

The tactic of using “real women” has been seen previously with retailers including Asda, which launched a marketing campaign for its George clothing range in 2008 starring ‘real people’ instead of celebrities.