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Debenhams’ A/W16 supermodel campaign aimed at ‘women not girls’

Debenhams A/W16 campaign

Woman power has hit Debenhams. The department store group has launched its £2m A/W16 fashion campaign starring 1990s supermodels Helena Christensen, Yasmin Le Bon and Eva Herzigová.

In a “more relevant, fashion-forward” promotional approach, its ‘women not girls’ tag line targets 35-54 year-olds.

“Our customer has grown up with the supermodel talent and identifies strongly with them as role model women who know how to wear a trend and wear it well,” said Debenhams marketing director Richard Cristofoli.

Shot by Henrik Bulow and Max Abadian, the ‘A Match Made in Debenhams’ platform follows  the development of the ‘A Match Made In’ series by ad agency JWT.

“A Match Made in Debenhams is our way of exciting customers with new season product while making the shopping experience less intimating by giving advice on the full look,” noted Christofoli.

The three supermodels are dressed and accessorised with key product from Designers at Debenhams collections. Christensen, who has been a face for Debenhams since September 2015, wears Principles by Ben de Lisi. New signings Le Bon and Herzigová wear Nine by Savannah Miller and Star by Julian Macdonald, respectively.

The September-onwards campaign run across all Debenhams channels including spreads in Vogue, Marie Claire, The Sunday Times, Stella Stylist and You Magazine.

It will also have a strong digital presence across social media platforms and consumer titles, and feature in windows across the retailer’s 167-store estate in the UK, as well as in international markets including the Middle East, Indonesia, Malaysia, Philippines as well as Turkey, Russia, Cyprus, and Denmark.

Personal shoppers will be trained in how to style up the A/W collection.

This is a smart move for the brand, especially as it seems that every other retail brand at the moment is focused on the Millenials and the younger Gen Z market, so there is a current gap for women over 35, which Debenhams could successfully fill. In fact this demographic has been so abandoned by brands and traditional media, despite their expansive spending capabilities, that new digital site The Midult aims to focus solely on these women and give them a voice.

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