Debenhams hired unconventional models for its lookbook, with a diverse variety of ages, sizes and looks.
UK department store Debenhams hired unconventional models for their look book in a diverse variety of ages, sizes and looks. The retailer believes anyone can look great in their fashion collections, so they decided to break with convention and turn their back on the industry norm of young thin models.
The imagery features an amputee, three models over 40, a paralympian athlete, and a size 18 model. Debenhams, which received a Body Confidence Award for their ongoing ‘Inclusivity Campaign’ showcasing inspirational and realistic imagery, now sits on the Government’s ‘Body Confidence Advisory Committee’. 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.
Click through to see a selection of images from Debenham’s look book:
Source: Laughing Squid