Debenhams has become the first retailer on the British high street to launch a national window campaign featuring a disabled model in all of its 160 stores in the UK and the Republic of Ireland.
The ground breaking imagery features disabled model Shannon Murray, along with additional photography, mannequins and products in a display to launch the Debenhams autumn winter womenswear.
The innovative display follows an approach by Nikki Fox and Natasha Wood, both disability campaigners and presenters of the hit TV show, How to Look Good Naked, which lead to a trial using Shannon in three stores earlier this year. The pilot resulted in the some of the most responsive and positive feedback the retailer has ever received prompting Debenhams to take new shots and roll out across all its stores.
The move comes as a natural next step for Debenhams following campaigns featuring plus size and petite models, un-airbrushed swim models and size 16 mannequins – all since the start of 2010.
Debenhams hopes the latest move will encourage other retailers to follow suit and be more versatile.
Celebrity stylist, presenter of ‘How to Look Good Naked’ and inclusivity campaigner, Gok Wan, commented: “After months and months of hard work, this is some of the best imagery I have seen on the British high street…ever.