The aim 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 look book celebrates this diversity.
'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,' she
added.
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.'
Debenhams scoured top model
agencies in search of a group of professional models who go further to
be representative of diversity, and to convey a message empowering every
man and woman to feel able to wear the latest trends, but to make it
right for them through style.
The look book features alternative model, Kelly, who was 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 and seasoned plus-size model Jada, size 18 and face of the recent Plus Size Fashion Week also features.
Then there is Tess, a size six petite model, measuring in at just over five foot tall.
While Valarie, 69 and Maxine, 44, highlight looking great isn’t anything to do with age while Philomena, a size 18 model, wants to be Britain’s first black plus size supermodel.
Hugo 47, and six foot four Lucio also make an appearance.
As a result of its work in this field Debenhams now sits on the Government’s 'Body Confidence Advisory Committee’.
Debenhams received a Body Confidence Award (2012 winner) –for its on-going Inclusivity Campaign showcasing imagery that is inspirational and realistic by using models who are older, curvier and in Shannon Murray’s case – visually disabled to inspire modern day British women .
'Our customers are not the same shape or size so our latest look book celebrates this diversity.
Debenhams' swimwear shots celebrate curves thanks to their size 18 bikini model
'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 at 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.
No age limit: The campaign features 69-year-old Valerie Pain, whose modelling career began in the Sixties
Embracing all shapes and sizes: The look book
features alternative model, Kelly, who was born without her left forearm
and discovered when she won TV show 'Missing Next Top Model'
Broad range: The aim is to further challenge
perceived norms of the fashion industry showing that a broader range of
body and beauty ideals is a good thing
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.
Diverse: Petite Tess Montgomery, who's just 5ft
tall features, as well as plus size model Jada Sezer, who at size 18 was
the face of Plus Size Fashion Week
'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.'
Personalities: The models in the Look Book are truly diverse, each with their own unique style and personality
The look book features alternative model, Kelly, who was 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 and seasoned plus-size model Jada, size 18 and face of the recent Plus Size Fashion Week also features.
Scouted: Debenhams scoured top model agencies in
search of a group of professional models who go further to be
representative of diversity
While Valarie, 69 and Maxine, 44, highlight looking great isn’t anything to do with age while Philomena, a size 18 model, wants to be Britain’s first black plus size supermodel.
Hugo 47, and six foot four Lucio also make an appearance.
Debenhams received a Body Confidence Award (2012 winner) –for its on-going Inclusivity Campaign showcasing imagery that is inspirational and realistic by using models who are older, curvier and in Shannon Murray’s case – visually disabled to inspire modern day British women .
