Debenhams is launching a new campaign using models of diverse background, including a paralympian and an amputee.
Others being featured in the high summer campaign include three models over the age of 40, a size 18 swimwear model, one model who is just over five foot tall and one who is six foot four.
Debenhams worked with inclusivity campaigner and fashion industry commentator Caryn Franklin MBE for the campaign, in which the retailer aims to “further challenge perceived norms of the fashion industry showing that a broader range of body and beauty ideals is a good thing”.
Ed Watson, director of PR at Debenhams said: “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.”
As a result of its work, Debenhams now sits on the government’s Body Confidence Advisory Committee.
Minister for women and equalities Jo Swinson added: “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.
The look book features:
· Alternative model, Kelly, born without her left forearm and discovered when she won TV show ‘Missing Next Top Model’.
· Paralympian amputee Stefanie Reid makes her modelling debut for Debenhams in the campaign.
· Jada, size 18 model and face of the recent Plus Size Fashion Week.
· Tess, a size six petite model, measuring in at just over five foot tall.
· Valarie, 69 and Maxine, 44, highlighting looking great isn’t anything to do with age
· Philomena, a size 18 model, who wants to be Britain’s first black plus size supermodel.
· Hugo 47, and six foot four Lucio.