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Debenhams reunites ‘the Supers’ for campaign targeting women, not girls

Debenhams has recruited supermodels Yasmin Le Bon, Eva Herzigová and Helena Christensen for its autumn 16 campaign, which focuses on “women, not girls”.

Debenhams autumn 16 campaign

Debenhams autumn 16 campaign

Debenhams’ autumn 16 campaign. From left to right: Yasmin Le Bon wearing Nine by Savannah Miller; Eva Herzigová wearing Star by Julien Macdonald; and Helena Christensen in Principles by Ben de Lisi

The £2m “A match made in” campaign targets the 35-to-54-year-old woman and launches next month.

“Our customer has grown up with the supermodel talent and identifies strongly with them as role model women who know how to wear a trend and wear it well,” said Richard Cristofoli, Debenhams marketing director. “We know that our customers want advice and inspiration on how to wear latest trends in a way that suits them, and, by working with Helena, Yasmin and Eva, we are showing confidence in our fashion offering.

“The fact that we are portraying ‘women not girls’ shows we are in touch with our customer and showing her that style has no age barrier.”

The campaign will run in print and online advertising, as well as featuring across the 167-store estate.

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