The fashion retailer, known for its trailblazing 'real women' campaigns, is launching a new campaign featuring female models in their 40s, 50s and 60s in a bid to target what it calls the "forgotten women".
Concerned that the imagery of the fashion industry and the high streets is dominated by models under 25, the company feels that older women, ironically the ones with the fuller purses, are neglected in terms of fashion advice and styling tips.
The campaign, which the retailer is calling 'The Style List' is an industry first and sees Debenhams joining forces with fashion commentator and former presenter of The Clothes Show, Caryn Franklin.
The Style List will give ongoing solutions, advice and guidance on how women 40+ can achieve any desired look, whether it be evening, day or weekend wear. This will be delivered in stores, online and through photography, such as the campaign shot featured here, used by Debenhams.
Franklin says of the collaboration: "It's been really fulfilling to create shots that celebrate the beauty of getting older. "It's important to challenge what we see in our media with a more authentic reflection of beauty.
"Enjoy the magic of these women, their confidence, their attitudes and their allure. These wonderful faces express more about life and living it to the full than the average model can."
Debenhams will shortly launch a nationwide search for a fourth face to join the Style List model line-up later this autumn.
The move comes as a next step for Debenhams, who have carried out activity involving national window campaigns featuring disabled model Shannon Murray, un-airbrushed swim models, size 16 mannequins and plus size and petite models – all since the start of this year.
Should more companies use older models in their advertising campaigns?