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Debenhams & Ultimo: Fashion fun for everyone

July 20th, 2010


Ultimo Couture Real Women Campaign Photo Shoot

I wish I lived in England so I could shop at Debenhams regularly to support its fashion coolness. Department stores worldwide need to take note of what this amazing chain is doing. Its customers must be very happy campers.Debenhams ad campaign with principles featuring model diversity

I blogged in February about its campaign to increase its mannequin sizes entitled I’m a size 16, do you want to see more of me? Realizing 42% of its women’s clothing sales were in sizes 14-16 (CAN 10-12), it decided to reflect this in its displays. Immediately after this, it launched an ad campaign with fashion line principles featuring models of several backgrounds, sizes, heights and abilities. It became the first British retailer to feature a model in a wheechair.

And now the UK department store has done it again. Clothing company Ultimo, available exclusively at Debenhams stores and online, held a contest to find 14 everyday women to take part in the launch of its dress collection. Ultimo owner Michelle Mone chose the women ages 20-53 and UK sizes 8-18 because,”We’ve always used celebrities in our campaigns. But I get thousands of letters from ladies asking why we don’t use them. And I’m a size 12, with hips, boobs and a bum. I thought: Why not?”


Congrats Debenhams and the companies you showcase. You’re doing everything right!

Yours on the curve,


Photos: Top – Ultimo, Bottom – Principles, Video – Fabulous


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