Debenhams use a Disabled Model for the Latest Campaign
Debenhams today was the first high street retailer to break the taboo of using disabled models in campaign photography. The campaign features Shannon Murray, 32, who has been confined to a wheelchair since breaking her neck in her teens and she will appear in the new campaign imagery in the stores and online.
Shannon will join three other models, Kate Fullman, a size 16 model, Tess Montgomery, a petite 5”4 model and Tokumbo Daniel, a size 10 model who will all appear in imagery to promote the recently launched Principles by Ben de Lisi range which prides itself on its inclusivity. The range starts at size 8 and goes up to size 20 with a specific petites offering.
Unlike other high street stores Debenhams is showing an increasing willingness to inject some variety into the people modelling its clothes. The campaign follows hot on the heels of the retailer using size 16 mannequins in its windows.
Shannon Murray complemented the retailer for supporting disabled models: “I think this is a fabulous step forward by Debenhams and I’m proud to be part of such a big move towards positive representation of disability in high street fashion.”
Initially the images will be used in Debenhams Henry Street & Blanchardstown Dubin, Patrick Street Cork, and Belfast and in the UK Glasgow, Guildford, Oxford Street and Nottingham branches with the intention of rolling out across all stores.
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