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Debenhams shows diversity in fashion…

BY STYLE EDITOR, ON 11 APR 2013 13:27 FASHIONCOMMENTS

Diversity_feature

Here at Debenhams we believe that anyone can look fabulous in our range – which is why we’ve decided to break with 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 in our ‘High Summer Look Book’ turns its back on the industry norm of young thin models.

Featuring an amputee, three models over 40 (including one nearing 70), a paralympian athlete and not forgetting our swimwear shot with a size 18 model to celebrate curvelicious women.

 “Our customers are not the same shape or size so our latest look 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.”

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.”

As a result of its work in this field Debenhams now sits on the Government’s ‘Body Confidence Advisory Committee’ – something we’re particularly proud of.

We received a Body Confidence Award (2012 winner) –for our on-going ‘Inclusivity Campaign’ showcasing imagery that is inspirational and, most importantly, realistic.

What do you think of our High Summer Look Book?

Shop Debenhams

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  • http://twitter.com/NotASquib Nizabeth Bennet

    YES! Awesome work Debenhams. More diversity in fashion and more visibility for ‘other’ body types (inclusive of different sizes, colours, genders, abilities etc.) please. This is a great step.

  • Anonymous

    I love this, well done Debenhams, you’ve always been one of my favourite shops (I even bought my prom dress from you) this is so encouraging!

  • http://www.facebook.com/jenny.vangoubergen Jenny Van Goubergen

    This is an admirable initiative of Debenhams and Ed Watson! Jenny

  • http://www.alreadypretty.com/2013/04/lovely-links-41913.html Lovely Links: 4/19/13

    [...] to Debenhams for their dedication to diversity in their lookbooks. They recently included, “an amputee, three models over 40 (including one nearing 70), a [...]

  • http://twitter.com/CherryCancer Nichole

    Bless

  • http://nichtschlanknaund.wordpress.de/2013/04/20/debenhams-ein-modehaus-auf-dem-weg-aus-der-size-zero-falle/ Debenhams – ein Modehaus auf dem Weg aus der Size-Zero-Falle | Nicht schlank? Na und!

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  • http://www.facebook.com/KarenA224 Karen Burney Austin

    Wonderful job! The clothes are beautiful and so are your models!

  • mechanical-legs

    YES YES YES.

  • http://twitter.com/monisters Monika

    love this!

  • Kendyl Bryant

    This is so beautiful I want to cry. I’m so thankful that someone is showing body diversity in fashion.

  • Nicole Resweber

    LOVE.

  • http://improvingwithoutcounting.wordpress.com/2013/04/23/debenhams-body-positive-fashion/ Debenhams: Body Positive Fashion | Cutting Out Counting Calories

    [...] It’s really great! Have a look! [...]

  • http://twitter.com/MarenWho Petrichor.

    AMAZING!! Seriously!

  • http://www.facebook.com/profile.php?id=541010187 Hayley Prychun Rodgers

    This is amazing! Thank you!

  • C.E. Murphy

    *So* fantastic!

  • hjhkJH@hotmail.com

    i honestly can’t believe this! this campaign is amazing! finally, we have a retailer that’s celebrating the beauty is every figure, gender, and age. this is such a big milestone, and everyone should learn from Debenhams. i cried tears of joy when i saw this.

  • A Fan

    About time someone did this! YAY!!!!!!!!!!

  • http://blog.debenhams.com Jenny, Debenhams

    Hi Wilma. This Look Book was made exclusively available to the press.

  • http://blog.debenhams.com Jenny, Debenhams

    Hi there. This Look Book was made exclusively available to the press.

  • Stella Pearkes

    AWESOME!

  • http://twitter.com/DisMagicMan Blaine

    Anyone know who the two models are in the swimsuits in the 3rd photo?

  • http://readinginskirts.wordpress.com/2013/05/03/loads-of-links-5313/ Loads of Links 5/3/13 | Reading in Skirts

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  • http://www.facebook.com/Rozza42 Rowena White

    Dear Debenhams, I love you.

  • Allison W

    The best fashion catalog I’ve ever looked through, and not just because I love the fashions (although seeing them on ‘real’ people make me know what it looks like more than showing them on all similarly sized models. Now if this were made available to everyone, and not just the press, it might actually make a statement.

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  • Tiffany Sears

    This made me so happy and so wanting to shop there

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    [...] there is a way out of this mess and some companies are leading the way toward it. Three cheers for Debenham’s 2013 Lookbook, chock full of images like the ones below. SO refreshing. P.S. They deliver to the [...]

  • http://ohdizzle.wordpress.com/2013/05/10/friday-fun-day-51013/ Friday Fun Day – 5/10/13 | ohdizzle

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  • http://jenniesaia.wordpress.com/2013/05/13/the-model-community/ The Model Community | Tip of My Tongue

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  • Tommy Salami

    Please come to America. We need you.

  • Jayne

    Hi Kay, this is really encouraging, it demonstrates Debenhams efforts towards communicating a ‘life made fabulous’ for its consumers. It would be interesting to know what the plans are to spread this further than a press exclusive, and how will the level of success for this campaign be measured?

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  • Ange

    Beautiful photos! We need fashion diversity.

  • Aleena

    Everything about this is wonderful and all the people are beautiful!

  • Natascia Pica

    I love this! You people are full of amazing awesomeness. Keep up the good work!

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  • Ylhoff

    Yes, please come to America – in a very big way! I love how each person is so beautiful in their own way – they glow.

  • Frienderly

    Everything about this is wonderful. Thank you for this. <3

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  • Anonymous

    I can’t get enough! Gorgeous!

  • Greshka Ledesma

    this is absolutely amazing !! way to go !! its a a small encouraging step for fashion industry & I reaaaaaaaaaaally hope some brands take you as an example!! Consumers want to see this !! Brava

  • Myra Dakis

    I love this. I always wondered what a dress I see in a catalog would look like on a size 14+ and after seeing it I really think I would purchase one.

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  • http://www.typewriterpoetry.com/ billimarie

    I am blown away–which is really a sad reflection on the state of global fashion affairs, but still! Thank you for existing!

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  • Leah Huete

    I love what you’ve done with this Look Book! I do wish it was incorporated into your catalog/online shopping site, but still — way to go!

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  • Anonymous

    So so so so good!!!

  • shan

    Yummy clothes loverly smiles and well demonstrated quality design clothes.

  • amanda

    I love this! This second to last dress is my favorite! I tried to find it on the website, but I wasn’t able to. It was about the only time I felt excited to buy a dress, because for once I could see it on someone my size and go, “Wow. That looks great.”

  • Jen

    So fantastic! I don’t see how other stores aren’t leaping onto this bandwagon. I know the main thing that keeps me from shopping online is the inability to really see what an outfit looks like on different body types, different skin tones, etc. I hope this becomes the norm, especially in the US (where I am ;) )

  • Louise Brady

    I trained and then designed for high street fashion, made quite a stamp in my short time there – before turning my back on it because of the awful attitude to women not just models but most who worked in the fashion industry. Make this the norm Debenhams, you’ll gain respect, others will follow. I love these images they are beautiful people that capture my interest, make me look longer, not just pan over glossy airbrushed uniform sized girls.

  • Susan Matthews

    Absolutely FANTASTIC! I am so impressed, amazed and pleased by these images. I would shop with you for this alone. The world is diverse, my friends are diverse and the world outside the box (especially the teeny tiny fashion box) is far more appealing than anywhere else! Thankyou so much.

  • Aimee

    Thank you! I am trying like mad to find that blue collared dress on your site as we speak.

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  • Francesca Orlando

    You are so cool!!!!

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  • Lynn

    Are any of these outfits still available? If so, how do I locate them?

    I would love to see your site reflect these models. A great move.

  • Neri

    Thank you, it’s about time someone did this. I am browsing your collection as a reward. Would you pick up the gauntlet if I asked you to feature short, plump women? Not all of us are tall.

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  • Samantha Gobert

    If there were regularly catalogs like this, I’d be more inclined to shop through them. Sometimes we see these clothes and feel like we’re not sure if we can “pull them off” as we gaze at the outfit on a pristine, photoshopped stick-thin (usually caucasian) model. If we are able to see awesome clothing presented on different types of bodies, it makes it more relatable, makes it easier for us to feel like the clothing is made for everyone–not just the genetically blessed!

  • Julia

    oh my gosh – being a plus size girl I am always so disappointed when I try on clothes because I’ve only ever seen them on stick figure models – so when the clothes don’t fit the same I feel ashamed and frustrated. It’s hard to see yourself as beautiful when you’re different than the models you see wearing the clothes you buy.

    Thank you – I feel like I can now appreciate my body and how it wears clothes now. Really… THANK YOU! :)

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  • Tracy Carroll-Grygiel

    Applause, applause, applause!!! This is so utterly…. YES!!!!!!

  • Laurel

    The beginning of real change- a company that walks instead of talks. Congratulations from Canada.

  • Buttercup Rocks

    I think this is absolutely brilliant. And about damned time. I do hope other chains follow your lead.

  • Angie Terry

    I wish someone in the United States would do this. this is amazing. thank you, from a size 14, REAL, woman

  • Cindi

    Your great photos and style gives a lift to my day! Congratulations, WOW, you are legends and the wonderful models are all very gorgeous in their own unique ways. I think it would be great if your site could also reflect these great models too.

  • Daisy Hardiman

    Wonderful job….and the blog is amazing too….no negative comments!!!! People are definitely ready for change! Lets accept ourselves as we are, no more fake people!

  • Anonymous

    What is the name of the plus size model? She is fantastic and I’d love to see more of her work!

  • Lynne Morgan

    Next stop, people under 5 foot 5? Nicely done Debenhams. It’s a great start.

  • Sonia Kastanis Gomez

    stunning!! All of them! Way to go DEBENHAMS!!

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  • http://thingsivefoundinpockets.com/ Nan Sheppard

    Five Stars, Debenhams – I’ll shop with you :)

  • Anonymous

    What do I think? I think I’d like to see you in the US!

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  • http://www.romancerefined.com/ Rachel Daven Skinner

    This makes my heart so glad! What a wonderful way to use leadership for the good.

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