Debenhams Launches Campaign with Models Over 40

September 24, 2010 in Beauty & Body Image, Hot Models by Versus

To complete the title, the campaign uses models in their 40’s, 50’s and 60’s in order to prove that the brand’s clothes aren’t solely destined to the youngest ones. Daily Mail has the scoop:

Debenhams believes it is the first retailer to use models in their 40s, 50s and 60s for a campaign like The Style List, which the high street chain says is targeting ‘forgotten women’.

The launch campaign features three looks – power dressing, casual and party dresses – and uses models Valerie Pain, 66, Caroline Josling, 52, and Maxine Smith, 41.

The message of the campaign – standing up against beauty standardization:

‘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.’

… says fashion commentator Caryn Franklin, who came up with the concept of the campaign.

What a great idea! After all, these women do look great in the clothes. What do you guys think of this initiative?

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