Debenhams Launches Its ‘Diet In A Swimsuit’

Debenhams launches its innovative new ‘Slimsuit’ which has been dubbed a ‘diet in a swimsuit’ for its ability to create the illusion of instant inch-loss.

The fashion retailer is expecting record sales of the swimsuit, following customer research revealing that 92% of women dread getting into their swimwear and 55% of those questioned said they slimmed down prior to their holidays.

As a result, Debenhams took the measurements of 5,000 British women to help create the perfect figure-sculpting shapewear swimwear.

Sasha Nagalingham, swimwear buyer at Debenhams said: “The challenge was to use data to create a suit that accentuates the good bits, and smoothes the lumpy bits without making women feel like they’re wrapped in cling-film. It’s Spanx for the beach.”

The majority of women (55%) agreed that the top body worry when stripping off for the beach to put on a swimsuit or bikini was a flabby tummy, with the need for bust support coming a close second (37%).

A staggering 98% of women identified feeling and looking ‘shapeless’ in a swimsuit as one of their top five concerns.

Sasha continued: “All of our swimsuits already contain control panels but our customers told us they expected more. This is a cheat’s tool to getting beach ready – and in less than 10 seconds.

“You cannot find this level of support and sculpting technology anywhere else on the high street.”

The ‘Slimsuit’ is constructed from two layers of fabric – the inner layer is made from a specially designed heavier gage lining fabric which does the miracle work, while the outer layer is a slinky micro fibre which gives the suit a glamorous appearance.

Combining shapewear with traditional padded swimwear, moulded bust support lifts and separates breasts in a similar way to a bra. The suit is sized by cup size as well as dress size to allow women to find the perfect fit.

Via EPR Network
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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 Unveils Beauty Untouched

Debenhams has broken ranks with the rest of the high street by using un-airbrushed photography in its windows to launch new swimwear lines for the summer.

Debenhams believes that the over use of some digital photography techniques to create unrealistic body shapes and flawless skin can make women feel more insecure about their natural looks and size. The move highlights the retailer’s long standing commitment to encouraging positive body-image through minimal digital retouching.

Mark Woods, director of creative & visual, said, “As a responsible retailer we want to help customers make the most of their beauty without bombarding them with unattainable body images.

“Our campaign is all about making women feel good about themselves – not eroding their self belief and esteem by using false comparisons.

“Not only does it make sense from a moral point of view, it ticks the economic boxes as well. Millions of pounds a year are spent by organisations retouching perfectly good images.

“As a rule we only airbrush minor things like pigmentation or stray hair and rely on the natural beauty of models to make our product look great.

“We are proud to bring the issue of re-touching into the main stream when the likes of Britney Spears and Madonna are using un-airbrushed but over-lit images as a shock tactic.”

Caryn Franklin, fashion commentator and broadcaster, said, “Retailers do have the power to take a stance on digital manipulation. Fashion and beauty imagery that is honest is absolutely crucial for all women to see. I’m delighted that Debenhams has taken the lead here and customer feedback will no doubt validate this important step.”

Signage in the window will read: ‘We’ve not messed with natural beauty; this image is un-airbrushed. What do you think?’ It will also show customers an example of just how much the image could have been altered.

Jo Swinson, Lib Dem MP and co-founder Campaign for Body Confidence MP said, “It’s great news that Debenhams will be using images of real women who have not been digitally manipulated to advertise their new swimwear range.

Via EPR Network
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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.”

Via EPR Network
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