Home / Knowledge / News / Apparel/Garments / Debenhams uses diverse models to promote latest lines
Debenhams uses diverse models to promote latest lines
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 25th Oct 2016

Arvind to dilute 10% stake in brand business arm

Arvind Limited, one of India’s largest integrated textile and apparel ...

Courtesy: Commonwealth Bank of Australia

Textiles | On 25th Oct 2016

World’s first cotton shipment using Skuchain’s Brackets

The world’s first trade transaction involving shipment of cotton...

Textiles | On 25th Oct 2016

Cotton yield to increase to 568.29 kg/ha in 2016-17: CAB

At its first meeting for the cotton season 2016-17, the Cotton...

Interviews View All

Veronique Lee

‘Sustainable fashion is trending upwards, slowly but surely, as people...

Abhimanyu Singh Rathore & Barbara Anna Kosiorek

‘Blending cultures is the true beauty of fashion, where one’s imagination...

Jurgen Gauger

‘Buying crowdsourced or creative designs are much more appealing to the...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Eric Scholler

The Indian market has huge potential in technical textiles, and by far,...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Sonam & Paras Modi

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer Prathyusha Garimella is known for blending...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

October 2016

October 2016

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


Browse Our Archives


Advanced Search