Home / Knowledge / News / Apparel/Garments / Debenhams uses diverse models to promote latest lines
Debenhams uses diverse models to promote latest lines
06
Apr '13
Debenhams broke convention by becoming the first high street retailer in the UK to promote its latest fashion collections by using models in a diverse variety of ages, sizes and looks.
 
The imagery turns its back on the industry norm of young thin models, instead featuring an amputee, three models over 40 - including one nearing 70 - and a paralympian athlete. Swimwear shots celebrate curves using a model that is a size 18.
 
The move builds on other industry firsts from Debenhams including the use of a disabled model when it launched Principles; size 16 mannequins in stores to more accurately reflect the shape of customers; the banning of airbrushing on swimwear imagery and lingerie campaigns featuring a 50+ model.
 
For the retailer’s ‘High Summer Look Book’ Debenhams worked with inclusivity campaigner and fashion industry commentator Caryn Franklin. The aim both hope is to further challenge perceived norms of the fashion industry showing that a broader range of body and beauty ideals is a good thing.
 
“Our customers are not the same shape or size so our latest looks book celebrates this diversity. We would be delighted if others followed our lead. Hopefully these shots will be a step, albeit a small one, towards more people feeling more comfortable about their bodies,” said Ed Watson, Director of PR, Debenhams.
 
“To showcase the range of sizes and labels at Debenhams this season, we chose models to inspire us with their own unique looks and personalities. I loved seeing the way that clothes emboldened each woman and man and I loved being on a shoot where no two models were the same,” said Caryn Franklin.
 
“As a commentator on the importance of seeing a broader range of body and beauty ideals in our media, I never underestimate the power of great clothes to bolster self-esteem, or the impact of imagery that celebrates difference,” added Caryn.
 
Minister for Women and Equalities Jo Swinson said: “Once again Debenhams is showing that beauty comes in all forms – different skin colours, ages, body shapes and sizes. It was one of the first to introduce size 16 mannequins, and continues to send a clear message to the rest of the retail industry that many customers want to see more diverse and realistic images.
 
“I have long been concerned that idealised, unrealistic media images play a significant part in lowering self-esteem and reducing women’s confidence and contribution – at school, at work, and in society. 
“The government works with a range of industries, including retail and fashion, to promote more honest and varied images of women. The models in the Look Book are truly diverse, each with their own unique style and personality, and I hope they inspire others to feel good about their bodies.”


Must ReadView All

Textiles | On 22nd Jul 2017

Govt constitutes GST Feedback and Action Room

The Government of India has constituted a Feedback and Action Room...

Textiles | On 22nd Jul 2017

India’s cotton textile exports fell in FY17: Tamta

The overall export of cotton textiles from India declined in 2016-17...

Textiles | On 22nd Jul 2017

Stella McCartney, Bolt Threads partner for eco fashion

Fashion designer Stella McCartney has partnered with Bolt Threads for ...

Interviews View All

Sanjay Desai & Ashish Mulani
True Colors

Digital textile printing will be the technology of the future

Vidhyaa Shankar. S
A Ganapathi Chettiar

'The usage of knits is getting into the boundaries of woven fabrics'

Sachin Sharma
Gem Enviro Management Pvt Ltd

There are no significant differences between virgin yarn and PET recycled...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

July 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Thanks for your valuable feedback. Claim your free latest sustainability e-book.


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search



X