60 years of mannequins as silent witnesses to the retail industry

17.09.2025

Whether in shop windows or directly in stores, mannequins are the visual ambassadors of every brand. With their latest fashion pieces, matching accessories, creative poses, and designs, they tell a fascinating story—and thus reflect a piece of commercial and social history.

From shopping experience to aesthetic statement

60 years ago, dolls were often rather stiff and uniform; today, however, they deliberately convey values such as diversity, body awareness, and brand identity. This gallery impressively demonstrates:

Design in transition – from the curvaceous Charleston-style dolls of the 1920s to the slim, minimalist forms of modernism.
Poses and materials – modern figures appear lifelike thanks to realistic proportions, variable poses, and new materials such as silicone and fiberglass.
Social mirror – Dolls are no longer just fashion tools, but show how ideals of beauty, age representation, and diversity are changing.

Black-and-white photograph of a mannequin wearing transparent, glittery clothing in the style of the 1960s or 1970s.

Black-and-white photograph of mannequins in futuristic, shiny clothing from the late 1970s

Black-and-white photograph of a man holding a naked mannequin with a bob hairstyle in his arms

Two mannequins in a shop window displaying an advertising sign that reads “We welcome the guests of Euro Shop.”

Black-and-white photo of a mannequin and a woman shaking hands. More mannequins can be seen in the background.

Two stylized mannequins looking at each other. The female mannequin has a black bob hairstyle and the male mannequin has a side parting.

A man in a suit arranges mannequins wearing red dresses.

Mannequins in a shop window with an advertising sign for EuroShop.

A woman poses smiling next to several mannequins in the form of comic characters and animals.

Four mannequins dressed in pink clothing sit with their backs to the viewer on bar stools. A man stands next to them.

Several shiny, silver-colored mannequins in elegant evening wear. One of them is wearing a long white dress.

Eight mannequins in red and orange costumes behind black bars.

Close-up of a mannequin's face with striking, artificial eyelashes and smudged makeup.

A woman blows feathers off a winged mannequin angel.

Four mannequins in sporty casual wear and a woman in jeans are sitting and standing around a futuristic white seat.

A floating trio of mannequins in shiny black outfits.

A man photographs mannequins, one of which depicts a gray figure covered in moss. Another has horns and is dressed in an animal skin pattern.

A mannequin with a red mouth, a feather collar, and shiny black gloves and sleeves.

Close-up of a mannequin with a long yellow wig and striking makeup.

Numerous wooden figures hold up letters that together spell out the word “EUROSHOP.”

A row of white, faceless mannequins stands under spotlights in an exhibition room.

Colorfully painted children's mannequins with hair and faces splattered with paint.

Heavily made-up mannequin with red painted lips and dark curly hair.

Eight mannequins in a stylized rock ‘n’ roll band scene. Some of the figures in the background are intentionally blurred to suggest movement.

Shop window with a mannequin next to a life-size silver lizard figure.

Three male mannequins dressed in shiny copper-colored clothing stand in a row.

A woman with long blonde hair stands in front of a row of colorful mannequin heads and touches one of them.

Exhibition of golden mannequins posing in a dance hall setting.

Portrait of a female mannequin with long blonde hair, partially covered with silver-colored material.

A woman looks at a neon yellow mannequin on a skateboard.

Three mannequins wearing brown jackets, two in leather look and one in snake print. All have elaborate makeup and hairstyles.

A bizarre mannequin in the shape of a pink cockatoo wearing a bright pink-red patent leather jacket.

Three mannequins in white sportswear running on a red, stepped surface, next to a cyclist and a digital scoreboard.

Mannequins wearing various purple garments.

Three mannequins wearing different purple outfits.

A white, naked mannequin with an athletic physique. Purple paint drips from her shoulder to her thigh.

On a table lie the upper body of a female mannequin and two large spools used for 3D printing.

Numerous naked mannequins of different colors stand together in groups.

Black matte mannequin wearing a shiny, silver-colored robot helmet.

Colorful mannequins, including an orange one and a pink one. In the foreground is a red male mannequin with an elaborate headdress.

Two mannequins dressed in tennis gear hold tennis rackets and pose. A large tennis ball can be seen in the background.

Three silver-colored mannequins are sitting and standing in a group.

Close-up of two mannequins: one black and one orange with sunglasses.

Why they look the way they do today – and not differently

Inclusive storytelling: Brands are using realistic characters—such as seniors or dolls with diverse body types—to appeal to different target groups.
Product presentation: Poses, accessories, and styling tell mini stories—they allow us not only to see clothing, but to experience it. This gives mannequins an emotional impact.
Material and technological advances: From wood to papier-mâché, porcelain, fiberglass, and movable joints—state-of-the-art materials enable flexible, lifelike presentations.
Sustainability/recycling: Recyclable mannequins, innovative materials, and new production methods show that sustainability is becoming visible in visual merchandising. Manufacturers are turning to raw materials such as coconut, hemp, flax, bamboo, old textiles, wood fibers, and organic resin. Others use industrial waste—from aviation, for example—for 3D printing. Colors are created from coffee powder, brewery residues, or oyster shells. This turns mannequins into real material miracles with a green conscience.

EuroShop will take place in Düsseldorf from February 22 to 26, 2026, celebrating its 60th anniversary. The retail trade fair looks back on a long history marked by many developments. Scroll through six decades of EuroShop and find fascinating and amusing retrospectives.

Interesting facts

Human-like figures were already being used as early as 1300 BC, for example in ancient Egypt. They ranged in size from miniature to larger than life. However, it is not known exactly where and when the first mannequin was created.
“Mannequin” comes from the Flemish word ‘manneken’ – “little man.” In France, it became the term used to describe models or dress forms that represent the human body.
The production of mannequins was extremely complex back in the days, because the fragile figures had real hair and eyebrows, so-called “inserted hair.” They also had glass eyes and porcelain teeth to achieve the most realistic representation of humans possible.

Sources: Proportion London Blog article, The Dandy Articlel, Sempere Mannequins Story, Stefan Thull / Josef Moch (Hg.): Mochfiguren 1907 – 2007. Köln 2007., stores+shops, sinnundgesellschaft Blog article

Portrait of Sandra Katzenberger, member of the EuroShop editorial team, with long, wavy, dark blonde hair and a friendly look; copyright: beta-web GmbH

The portrait was AI-generated.

Author: Sandra Katzenberger | EuroShop.mag

As part of the EuroShop editorial team, Sandra Katzenberger contributes her many years of experience in the retail sector and looks at current developments and future trends in the retail world with a trained eye. Whether it's smart technologies, sustainable store concepts or innovative shopping experiences – her goal: to provide up-to-date, relevant and inspiring content for the global retail community.