The Debenhams’ ‘High Summer Look Book’ takes the road less traveled with its new campaign. Instead of hiring the quintessential thin, white fashion model, the brand opted for a diverse array of non-traditional models. The diversity campaign featured an amputee, a paralympian athlete, several older women and a plus-sized woman.
The store, which won All-Party Parliamentary Group (APPG) Body Confidence Award in 2012, hopes this approach will be implemented by other companies in the future. The director of PR commented, "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."
The campaign is a breath of fresh air in a relatively uniform fashion world.
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Concept: Debenhams High Summer Look Book
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Segment: Females, 18-55
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