Debenhams First With Disabled High Street Model
Released
on: February 26, 2010, 9:06 am
Author:
Debenhams
Industry: Retail
Debenhams is the first high street retailer to break the taboo
of using disabled models in campaign photography.
Following an approach by Nikki Fox and Natasha Wood, both disability campaigners and
presenters of the hit TV show 'How to Look Good Naked', Shannon Murray will appear
in photography in the stores windows and online. Shannon, 32, has been confined to a
wheelchair since breaking her neck in her teens
Shannon will join three other models appearing in imagery to promote the recently
launched Principles by Ben de Lisi range which prides itself on its inclusivity.
Joining Shannon will be Kate Fullman, a size 16 model, Tess Montgomery, a petite
5'4" model and Tokumbo Daniel, a size 10 model. The Principles clothing range starts at size 8 and goes up to size 20 with a specific petite clothing offering.
Unlike other high street stores, Debenhams is showing an increasing willingness to
inject some variety into the people modelling its clothes. The campaign follows hot
on the heels of the retailer using size 16 mannequins in its windows.
Michael Sharp, Debenhams' Deputy Chief Executive said: "We cater for women of all
shapes and sizes, young and old, non-disabled and disabled so we wanted our windows
to reflect this choice.
"When Nikki and Natasha approached us with the idea, we didn't have to think
twice. We are proud to be the first high street retailer to deliver this. We only
wished we had done it sooner," concluded Sharp.
Nikki Fox praised the store for using Shannon in its campaign: "I am so happy and
proud that Debenhams has used our disabled model for such a massive campaign." she
said. "It's a really big deal. If seeing Shannon helps another disabled person,
then we've done well."
Ben de Lisi added: "Every woman deserves to look good and feel special which is why
there are styles to suit, fit and flatter every body shape in the new Principles
range. I think that Shannon looks amazing."
Shannon Murray complemented the retailer for supporting disabled models: "I think
this is a fabulous step forward by Debenhams and I’m proud to be part of such a big
move towards positive representation of disability in high street fashion."
Gok Wan added: "We in the UK have the best high street in the world. It’s a multi
million pound industry that needs to recognise all shapes, sizes and disabilities.
Filming 'How to Look Good Naked' has been a life changing experience for me,
because I have learnt so much about a community I knew existed but have never been
involved with.
"Debenhams is pushing the boundaries by producing the first ever disabled fashion
campaign in conjunction with 'How to Look Good Naked', and I hope that one day
disabilities will be recognised by every chain in the high street." Wan concluded.
The imagery won't be a one off. Debenhams says that it is committed to using
disabled models in other photography. Already a second photo shoot is being
organised and the retailer has also approached Premier Models to see if they could
be the booking agent for disabled models for future campaigns.
Initially the images will be used in Debenhams' Glasgow, Guildford, Oxford Street
and Nottingham branches with the intention of rolling out across all stores.
ENDS
Notes to Editors:
The Debenhams Press Office can be contacted on 0207 529 0236
About Debenhams:
Debenhams is a leading department stores group, and has a strong presence in key
product categories including women's wear, such as dresses, trench coats and maxi dresses, men's wear, home wares, make-up
including the benefit makeup range, health and beauty, accessories, perfume,
lingerie and children's wear.
PR Contact:
Ruth Attridge
Debenhams PR Manager - Menswear, Lingerie & Beauty
33 Wigmore Street
London
W1U 1QX
0207 529 0172 Ext 66172
www.debenhams.com
2012
