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.
Diversified Body Positive Campaigns
The Debenhams High Summer Look Book Forgoes Traditional Models
Trend Themes
1. Diversified Body Positive Campaigns - Opportunity for brands to embrace diversity and inclusivity in their campaigns, catering to a wider range of consumers.
2. Non-traditional Models - Potential for the fashion industry to redefine beauty standards and incorporate a more diverse representation of models.
3. Shifting Paradigms in Fashion - Opportunity for the fashion industry to challenge traditional norms and embrace a more inclusive and representative approach.
Industry Implications
1. Fashion Retail - Fashion retailers can leverage inclusive campaigns to attract a broader customer base and foster a sense of body positivity.
2. Advertising and PR - Opportunity for advertising and PR agencies to create impactful campaigns that challenge societal beauty standards.
3. Sports Apparel - Sports apparel brands can incorporate diverse models to promote inclusivity and encourage people of all body types to engage in physical activities.