Debenhams Sees Over Fifties Create The Latest Fashion Trend – The Grankini

Debenhams has reported that sales of swimsuit styles which are traditionally associated with the under 30s are soaring thanks to role model glamour-grannies like Helen Mirren and Goldie Hawn taking the plunge.

So strong is the trend that swimwear buyers have dubbed the skimpy beachwear the ‘grankini’.

Sales of bikinis at fashion retailer Debenhams have risen by 118% driven by women who were ironically born around the time of the two-piece’s invention in 1946.

When Debenhams customers between the ages of 50 and 65 were asked what style of swimwear they take on holiday, 71% admitted to trading in their one-piece for a more revealing two-piece.

Sasha Nagalingham, swimwear buyer at Debenhams, said, “There are no rules to say when a woman should retire her bikini.

“Women over 50 are as interested in looking glamorous as their younger counterparts; and the beach is no exception.

“Over 74% of the customers who now wear a bikini also said that they had been inspired by images of older celebrity women stepping out in a two-piece with Helen Mirren’s red bikini the most commonly mentioned instance.”

In 2008 Helen Mirren was photographed wearing a show-stopping red bikini on a beach in Italy, just days before her 63rd birthday – an image that is still driving the ‘grankini’ craze two years later.

Via EPR Network
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Debenhams Reveals The World’s Most Unlikely Fashion Icon

Debenhams has revealed the world’s most unlikely fashion icon, as the grumpy and notoriously badly dressed hill walker Alfred Wainwright becomes the driving force behind a new dress code appearing on British streets.

Alfred Wainwright’s famous Lake District guides appears to have inspired so many to follow in his footsteps that niche, all-weather clothing styles have made the giant leap from crag edge to the catwalk, according to fashion store Debenhams.

Demand for hiking style jackets, trousers, t-shirts, socks, rucksacks and boots has soared over the last two years following a series of television and radio programmes about Wainwright and his life.

Debenhams Director of Menswear Buying, Paul Baldwin, commented: “We’re calling it ‘Wainwright Chic’. Men and women have fallen in love with the rugged outdoor image the hill climbing clothing style portrays, and want to wear it every day.

“At one time, these specialist clothes would have been bought only by long distance hill walkers and mountaineers.

“Now, however, you’re more likely to see them worn on the streets of Kensington and Chelsea than Scafell or Grisedale Pike”.

The greatest irony is that Wainwright himself had a somewhat eclectic taste in men’s clothing. Many of his epic walks were conducted in an ancient flat cap and a battered, belted coat worn over a frumpy Fair Isle jumper which had seen better days. Badly fitting trousers held up by style-less braces were tucked into thick, grey woollen socks, which he allowed to accumulate in a haphazard manner, around the tops of crude but functional boots.

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Debenhams Launches Tan Tone Chart To Help Achieve The Perfect Fake Tan

Debenhams has launched its new secret weapon for achieving the perfect fake tan this summer – the Tan Tone Colour Chart.

The chart, which resembles a paint colour guide, has been created to help tan-a-holics avoid fake tan disasters, like those famously suffered by celebrities such as Dale Winton, Lindsay Lohan, Hulk Holgan, Katie Price, Alex Reid and most recently the uber glamorous, Cheryl Cole.

The Tan Tone Chart has been issued to all Debenhams’ Beauty Halls and is designed to give customers an indication of where they fall on the tanning scale. Starting at ‘Pale and Interesting’ the chart displays six increasing degrees of tan tones with ‘Radioactive Orange’ at the extreme end of the scale.

Sara Stern, Director of Beauty at Debenhams said, “The bronzed look is a key trend for this summer. However, our research shows that an astonishing 70 per cent of fake tanners get the look wrong, with the top three sins being using the incorrect product for their desired colour, applying too much product and topping up too often *.

“This one-of-a-kind chart is the first on the high street and is available in our Beauty Halls nationwide to encourage a healthy glow, whilst avoiding the dreaded orange”.

Debenhams has seen fake tan sales soar by 64 per cent in the run up to summer, with brands such as St Tropez tan, Fake Bake, Clarins, Lancaster Sun, Xen Tan and Famous Dave’s proving extremely popular.

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Face Of Debenhams’ Designer Collaboration H! By Henry Holland Swim Revealed

Henry Holland commented, “Fiona caught my eye immediately with her entry for our original ‘Find a Face’ competition. She looks lively, happy and fun so I thought she’d be the perfect girl to represent the new H! swim range.”

Face Of Debenhams' Designer Collaboration H! By Henry Holland Swim Revealed

Fiona entered a competition to have her face included in a one-off print designed by Henry Holland and used on a handbag and scarf in the Autumn H! by Henry Holland range. Henry was impressed with Fiona’s entry and decided to approach her to model his high summer swim range.

Sasha Nagalingham, swimwear buyer at Debenhams, said, “At 5’4” Fiona might not meet traditional criteria for a professional model, but she is beautiful, a natural on set and has a great personality – she’s someone the H! customer will really relate to.

“Looking at the images she produced, you wouldn’t think for a moment Fiona had never set foot in front of a camera.”

Fiona Kennedy, said, “I was a little dazed when I got the call – it was completely unexpected. I’ve never done anything remotely like this before.

“I’m a secret nerd, with a naturally small frame and never in a million years would I have thought I’d be modeling swimwear, especially for such big names like Henry Holland or Debenhams.

“On the day, I was extremely nervous, but after a couple of hours I just let my hair down and got in to the swing of things – it ended up being so much fun”

Fiona has written a blog for Debenhams about her day, what she thinks of the collection and how she feels about being spotted by Henry Holland.

The Henry Holland range includes bikinis and cut-out swimsuits in eye-catching photographic floral prints complimented by cute dresses and pinafore cover up pieces.

The H! by Henry Holland high summer swim and holiday collection has been specifically designed to appeal to the 17 – 25 year old age range and is a young designer fashion brand that translates the House Of Holland brand to the high street.

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Debenhams Reveals The Great Bikini Cover-Up Contradiction

Debenhams has discovered that with the ‘staycation’ trend still going strong, as many people continue opting for a budget-saving British holiday this year, 80% of women say they would not wear a bikini when heading to a British beach for their summer break – despite 91% saying they always wear one abroad.

Debenhams Reveals The Great Bikini Cover-Up Contradiction

The leading department store uncovered the great cover-up contradiction when they asked customers if holidaying in Britain affected their usual choice of swimwear, and identified the reasons for this newfound modesty among those staying at home for their break.

No longer the preserve of older women, less revealing swimwear options such as theskirted swimsuit are enjoying a surge in popularity among women of all ages, with a rise in sales of more than 112% year-on-year compared to skimpier styles such as bikinis.

Sasha Nagalingham, Swimwear Buyer for Debenhams, explained: “Despite a reputation for leaving inhibitions at the door in places like Alicante and Antigua, traditional British reserve takes over in Bognor and Brighton – its geographical modesty.”

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Debenhams Announce That Superheroes Are Taking To The Streets, With The Return Of The Cape

Capes, once the preserve of superheroes and fictional detectives, have become popular again in Britain for the first time in over 50 years. Debenhams department store has seen demand has soared for the first time since the 1960s.

So popular is the trend that Superman, Batman, and Sherlock Holmes have now been joined by Samantha Cameron who regularly wears a cape on the election campaign trail.

Debenhams spokesman, Ed Watson, said: “In true Hollywood style, these difficult times seem to be producing a new generation of caped crusaders.”

Sales began to rise after capes appeared on the catwalks last autumn. Cold weather and a determination to look stylish despite extremely low temperatures have seen shoppers snap up the style last made popular by Twiggy and Jean Shrimpton.

Ed Watson said: “This trend seems to suggest a longing for Britain as it used to be. Capes were last popular in the Swinging 60s when the country was at the forefront of fashion and everyone was optimistic about the future.

“Keeping up demand is a challenge, but with great power comes great responsibility, so we’re doing all that we can to make sure that all of our stores remain fully stocked with our full range of capes.

“Currently, all of our capes are being bought by women. But if the craze catches on with men, we may have to produce matching underpants which can be worn outside their trousers to comply with the Superhero code.”

Capes are the garment of choice for superheroes because they give warmth, allow freedom for sudden movement, yet swirl beguilingly while flying through the air.

Knee length versions also have the advantage of covering a superhero’s bottom, which, when dressed in bump revealing Lycra can often detract from an all powerful image.

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