What Happened

Fashion icon Zandra Rhodes recently chose Adel Rootstein (1930-1992) as her “history hero” in an interview with History Extra, revealing the remarkable story of a woman who revolutionized an entire industry that most people never think about. Rootstein, born in South Africa to Russian parents, became Britain’s leading mannequin designer from the late 1950s onward, founding the successful Rootstein company with her husband Richard Hopkins.

Rootstein’s breakthrough came when she recognized a fundamental problem in retail: the mannequins used to display clothing were crude “lumps of plaster” that made even beautiful garments look unappealing. Rather than accept this as normal, she decided to create her own mannequins that would bring fashion to life.

Why It Matters

Rootstein’s story reveals the psychology of transformative innovation—the ability to see problems that everyone else has normalized and the conviction to create solutions. Her work had far-reaching impacts beyond retail display: she was instrumental in the London fashion scene of the “swinging sixties” and had an eye for spotting future superstars, including discovering Twiggy before she became a household name.

This matters today because Rootstein’s approach demonstrates how the biggest opportunities often hide in plain sight. While others accepted poor mannequins as an unchangeable reality, she saw an entire industry waiting to be transformed. Her success shows how questioning basic assumptions can lead to revolutionary breakthroughs.

Background

Rootstein began her career as a window dresser in London’s West End during the 1950s, when retail display was considered a utilitarian necessity rather than an art form. The mannequins available were basic and unflattering, often making expensive clothing look cheap and unappealing.

Drawing on her background—her father was a rabbi, though she wasn’t a practicing Jew herself—Rootstein combined artistic vision with business acumen. She understood that fashion was about aspiration and fantasy, not just covering the body. Her mannequins needed to embody the glamour and excitement that fashion represented.

Working with her husband, industrial designer Richard Hopkins, Rootstein developed techniques for creating mannequins that looked like real people—beautiful, dynamic, and capable of making any outfit look desirable. Their handcrafted approach set new standards for the industry.

What’s Next

While Rootstein died in 1992, her influence continues to shape retail display today. The Rootstein company remains a leading manufacturer of high-end mannequins, and her approach to combining artistry with commercial needs has become the industry standard.

Rootstein’s story offers lessons for modern entrepreneurs and innovators: look for problems that everyone accepts but no one questions, develop authentic relationships that create lasting networks (her friendship with Zandra Rhodes lasted decades), and trust your ability to spot trends before they become obvious to everyone else.

Her legacy also demonstrates the power of supporting emerging talent—her early recognition of Twiggy’s potential shows how successful people often excel at identifying and nurturing others’ abilities, creating mutually beneficial relationships that drive entire industries forward.