Women's clothing retailer Glassons is backtracking on its use of skinny mannequins, apologising to customers for the "unattainable depiction of women".
The apology follows a strong public backlash and an online petition - which attracted 16,000 signatures in a day - demanding removal of the mannequins, which featured visible ribs.
Hallenstein Glasson chief executive Graeme Popplewell said the company agreed its mannequins were unacceptable. He had ordered their removal from all stores.
"While these mannequins are not new to the business, we have taken on board the feedback of New Zealand women ... and we unreservedly apologise for any upset we may have caused those who viewed the store displays," he said.
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"The removal of the offending mannequins is effective immediately and once again we wish to reiterate how truly sorry we are to the women of New Zealand," he said.