Recently the fashion world was surprised at the move of Debenhams embracing both plus size models and models with disability in their campaigns.  This move had made Debenhams as the first British retailer to feature a model with disability in their first national window campaign.  The move has also generated for Debenhams so much positive reactions and appreciation from the populace, making them more prominent among other retailers.

Debenhams is a leading group of department stores that caters to men and women of all shapes and sizes, young and old, able and disabled. It carries key product lines in various categories such as women’s wear, men’s wear, homewares, health and beauty, accessories, lingerie and children’s wear.  Debenhams operates over a 150 stores all over UK and Ireland with a fully transactional website that reflects their commitment to provide their customers greater value, a broader selection and exceptional service.

Thanks to Nikki Fox and Natasha Wood, both disability campaigners and presenters of British Channel 4 show How to Look Good Naked, who approached Debenhams with this concept. Thereafter, Debenhams made an experimentation using Shannon Murray in some of their stores.

Shannon Murray in a wheelchair modeled alongside with mannequins and product exhibits during the launching of Debenhams’ latest collection. Shannon is an actress, writer and law graduate. Strangely she is paraplegic since the early age of 14 due to a diving accident. She entered modeling in 1994 after winning the UK’s first ever modeling competition for people with disability “Model in a Million”.

The presence of Shannon, whose life is exceptional, in the fashion arena especially in high fashion, will certainly be an inspiration to other women with disability.

Embracing women with disabilities in their campaigns is a fashion forward step by Debenhams, giving them an affirmative representation in the arena of beauty and fashion.  It is likewise an affirmation that style and glamour is not limited by size and physical disability.  To a confident and determined woman, physical disability is not an obstacle from being functional and from  living her dreams.

Amazingly Debenhams does not only embrace plus size models, they also use size 16 mannequins.:-)