Debenhams targets 'Forgotten Women' with ground breaking campaign

Debenhams have broke yet another fashion industry taboo and became the first retailer to launch a campaign featuring models in their 40s, 50s and 60s to target ‘forgotten women’.
High fashion and high street imagery is dominated by models under 25 who appear in advertising, in magazines and at point of sale.



As a result this group of older women, ironically the ones with the fuller purses, are neglected in terms of fashion advice and styling tips.The campaign, which the retailer is calling ‘The Style List’ is an industry first and sees Debenhams joining forces with fashion commentator and diversity campaigner Caryn Franklin.

The Style List will give ongoing solutions, advice and guidance on how women 40+ can achieve any desired look, whether it be evening, day or weekend wear. This will be delivered in stores, online and through photography used by Debenhams.

There are three looks highlighted in the launch campaign; Power Dress, All Woman and Casual Cool. Windows will convey each look along with tips in how to make them work for everyone, whatever their age, from expert Caryn. 
“The days are long gone when hitting 50 meant you where relegated to dowdy cardigans and baggy knits.  This group of women aren’t communicated to by the fashion press and retailers with models of their own age.  We wanted to be the first to put this right’’ said Michael Sharp, Debenhams deputy chief executive.

“Today’s 40 + women can easily achieve fashionability and enjoy trends traditionally worn by consumers half their age. Through The Style List we will be the only retailer on the high street showing them how” added Mr Sharp.




Caryn Franklin, fashion commentator and campaigner for diversity says of the move; “I wanted to work with a retailer who would acknowledge the lack of good fashion imagery aimed at middle aged and older women and was ready to change things.’’

“It’s a business savvy move - Debenhams have great designer product and an excellent personal shopping service, so they are perfectly placed.”

Franklin continues: “It’s been really fulfilling to create shots that celebrate the wonder of getting older.  It’s important to challenge what we see in our media with a broader reflection of beauty.”“Enjoy the magic of these women, their confidence, their attitudes and their allure. These wonderful faces express the joy of getting older - not something we see enough of,” added Caryn.The ground breaking imagery features fashion advice at street level, along with mannequins and product in a how-to window display to launch The Style List.Debenhams will shortly begin a nationwide search for a fourth face to join The Style List model line-up later this autumn.Through its use of photography both online, in windows and in advertising, it is the UK’s only retailer to commit to reflecting its diverse customer base through representative imagery.The move comes as a next step for Debenhams, who have been trailblazing inclusivity campaigns of late, carrying out activity involving national window campaigns featuring disabled model Shannon Murray, un-airbrushed swim models, size 16 mannequins and plus size and petite models – all since the start of this year. 

The retailer hopes the launch of The Style List will alert other retailers to the needs and wants of this seemingly overlooked market of fashion savvy shoppers, and spur them to follow suit.








The images can be seen in Debenhams’ Oxford Street windows, and online at Debenhams.com with further activity scheduled in all stores across the UK and Ireland.
 
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