Designer lingerie brand Ultimo has given us a sneak peek behind the scenes of its latest shoot for Ultimo ICON - the brand’s amazing new ‘boob lift’ bra that delivers spectacular uplift, contouring and comfort!

Ultimo set out to create an ‘iconic’ image for the bra’s launch and called on John Wright, the uber-talented and award-winning photographer renowned for his striking celebrity portraits. John has shot stars such as Lady Gaga, Rhianna and Cheryl Cole, as well as ex-Prime Minister Gordon Brown.

The shoot took place in London and to achieve the desired effect the model had to be suspended from the studio’s ceiling using the world’s smallest harness! The rest was down to rigorous and skillful post production to create a realistic space scene to surround the model.

Creator Michelle Mone OBE said; “We wanted to create an iconic, memorable image that would capture people’s imaginations just like the bra. The ‘space’ theme for the image was decided upon due to ICON’s super advanced technology, its weightlessness and its spectacular uplifting properties. I think the final result is superb and captures the essence of the bra perfectly.”

Ultimo ICON is available now from Debenhams stores and online at debenhams.com  in black, white, nude and hot pink (for Breast Cancer Awareness month) and can be found in store in sizes 30-38 A-D.

Jeff unveils the multi-coloured lion he designed

Thousands of shoppers flocked to the stunning 125,000 sq. ft Debenhams when it was opened this week by very special guests, Jeff Banks and Mayor of Bath Councillor Sean McGall.

Jeff Banks unveiled his own lion design as part of the Lion Parade showcase, before hosting an exclusive event for shoppers in the new Debenhams menswear department.

The Debenhams team, which includes 200 new recruits, have been putting the finishing touches to the store. Over the past seven days they received more than 100,000 items of stock including 18,000 bottles of perfume, 7,000 items of china, 3,500 handbags and more than 1,500 pillow cases!

In keeping with Bath’s arts heritage, the department store has been decorated with giant canvases featuring scenes from the City of Bath. These adorn the walls of the 4th floor restaurant, which also includes a juice and bakery bar. Yum!

Jeff cuts the ribbon

Debenhams Southgate boasts fashion departments from a full range of iconic designers including: J by Jasper Conran, H by Henry Holland, Star by Julien Macdonald, Stvdio by Jeff Banks, Principles by Ben de Lisi and Rocha.John Rocha. Additional concessions available in store include Jacques Vert, Tripp luggage and Jon Richard jewellery.

There is also a huge selection of accessories including handbags and enough shoes to make Cinderella weep!

The department store has an enviable selection of beauty houses as well as a 2,000 sq ft fine fragrance department. Brands include Chanel, Estee Lauer, Clinique and Debenhams exclusives such as Smashbox and bareMinerals.

A queue forms before the official opening

Two personal shoppers are on hand to help customers navigate the fashion offer. The helpful service is complimentary; whether it’s looking for a perfect outfit or updating an entire wardrobe.

There is also a home department stocking everything from Dyson to Denby china, plus a childrenswear and lingerie department – which includes a free bra-fit service.

Have you been to the new store already? We’d love to hear what you think.

Great news for fans of our exclusive designer collaborations. You can now sign up for Designers at Debenhams emails bringing you fabulous style ideas, behind-the-scenes info and new launches from our designer diffusion collections.

Can’t wait till you get an email? You can check out what our designers got up to at our AW10 press show, find out more about newest designer Lisa Stickley and get the latest news from the likes of Jeff Banks and Matthew Williamson by visiting our new designer area.

It got us thinking, each designer has a distinct signature style. Do you have a favourite? Are you a Betty Jackson.Black kind of gal or guys do you love J by Jasper Conran? Perhaps Rocha.John Rocha kidswear is where you head first…

We’d love to hear your stories about Designers at Debenhams. Maybe you’ve even met your favourite designer when they appeared in store. Let us know what you think and who is your favourite in a comment below.

Sign up for Designers at Debenhams emails

Unleash your inner eighties child with Jon Richard jewellery this season.

Personally I’ve been wearing more and more gold coloured jewellery recently and this 25th anniversary range by Jon Richard is adding fuel to my gold obsession. The collection of statement peices features chains, bangles, brooches and earrings all with a nod to the decade where the brand began.

So save yourself some time trawling through those vintage stores and charity shops, no one will know that your gorgeous new Jon Richard jewellery isn’t from the actual era.

Shop Jon Richard gold jewellery

If you haven’t heard about the must-have aviator jacket yet then I can only think you’ve made the underside of a rock your home. When it comes to the new season, the aviator is pretty much the ultimate autumn essential as demonstrated by the likes of Burberry on the catwalk but we’ve got one which won’t dent your bank balance quite so much.

I’ve seen people take the aviator look to extremes wearing top-to-toe military flying style (with varying degrees of success), but the great thing about this jacket is that it fits so well with your existing staples.You can team with other military pieces, or create a contrast by wearing it with something slightly different.

Whether it’s your lived-in summer maxi dress, your favourite pair of skinny jeans or even your little black dress, this on-trend essential fits every fashion brief. The faux sheepskin trim will keep you cosy too so look out for the very same detail on boots and gloves as the weather gets colder.

Shop Red Herring aviator jacket

(currently sold out)

If you were on Twitter last Friday you might have seen a flurry of activity bearing the hashtag #askLS. Well, just in case you missed our earlier posts explaining what was going on, the brilliant homeware designer, and new addition to Designers at Debenhams Lisa Stickley, was online to take your questions!
There were some absolutely [...]

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Debenhams is actively involved in various charity projects throughout the year from our work with NSPCC to country-wide fundraising for Breast Cancer Campaign. Our latest project is something slightly different, our personal shoppers have been helping people on the Life Skills Programme.

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Did you know debenhams.com stocked Phase Eight? Well we do, and the brand is a hot topic right now in some of our favourite magazines.
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There couldn’t be a better time to uncover your ideal capsule wardrobe for Autumn/Winter and we know a few people who could help…
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