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A Catalog That Believes Reality Can Sell Clothes Better Than Photoshop

from Upworthy.com | posted by Joseph Lamour 

These are images from the catalog for Debenhams, a British department store. Don’t you wish every store expanded their ideas of beauty like they have?

Here at Debenhams we believe that anyone can look fabulous in our range – which is why we’ve decided to break with convention…

By becoming the first high street retailer in the UK to promote its latest fashion collections by using models in a diverse variety of ages, sizes and looks – the imagery in our ‘High Summer Look Book’ turns its back on the industry norm of young thin models.

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Featuring an amputee, three models over 40 (including one nearing 70), a paralympian athlete and not forgetting our swimwear shot with a size 18 model to celebrate curvelicious women.

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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,” said Ed Watson, Director of PR, Debenhams.”

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Minister for Women and Equalities Jo Swinson said:

Once again Debenhams is showing that beauty comes in all forms – different skin colours, ages, body shapes and sizes. It was one of the first to introduce size 16 mannequins, and continues to send a clear message to the rest of the retail industry that many customers want to see more diverse and realistic images.”

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As a result of its work in this field Debenhams now sits on the Government’s ‘Body Confidence Advisory Committee’ – something we’re particularly proud of.

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We received a Body Confidence Award (2012 winner) –for our on-going ‘Inclusivity Campaign’ showcasing imagery that is inspirational and, most importantly, realistic.

What do you think of our High Summer Look Book?

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