Department store Debenhams has broken the fashion mould by casting a diverse range of models for its summer 2013 campaign.

The High Summer Look Book uses 'real' men and women, including a plus-size model, a 69-year-old and an amputee.

“To showcase the range of sizes and labels at Debenhams this season, we chose models to inspire us with their own unique looks and personalities," said fashion commentator Caryn Franklin, who worked on the project with Debenhams.


"I loved seeing the way that clothes emboldened each woman and man and being on a shoot where no two models were the same,” she said in a statement.

"I never underestimate the power of great clothes to bolster self-esteem, or the impact of imagery that celebrates difference.”

Scroll down for more images from the look book

The campaign is not the first time Debenhams has championed healthy body image ideals. In 2010 the store banned airbrushing in a swimsuit campaign and included a wheelchair user in a shoot for Principles.

“Our customers are not the same shape or size so our latest look book celebrates this diversity," said Ed Watson, director of PR at Debenhams.

"Hopefully these shots will be a step, albeit a small one, towards more people feeling more comfortable about their bodies."

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"Any move by a major brand to recognise the need for diversity in the images they put out is undoubtedly a positive one," Rivkie Baum, editor of plus-size magazine SLINK, told HuffPost UK Lifestyle.

"Even in 2013 it is seen as a risk to use models who deviate from the fashion industry norm -- 5ft 9" and a size 6/8. I hope it inspires other retailers to start pushing boundaries a little more."

The look book features:
  • Alternative model, Kelly, born without her left forearm and discovered when she won TV show ‘Missing Next Top Model’.
  • Paralympian amputee Stefanie Reid makes her modelling debut for Debenhams in the campaign.
  • Jada, size 18 model and face of the recent Plus Size Fashion Week.
  • Tess, a size six petite model, measuring in at just over five foot tall.
  • Valarie, 69 and Maxine, 44, highlighting looking great isn’t anything to do with age
  • Philomena, a size 18 model, who wants to be Britain’s first black plus size supermodel.
  • Hugo 47
  • Six foot four Lucio

Jo Swinson, HuffPost UK blogger and minister for Women and Equalities, said in a statement: “Once again Debenhams is showing that beauty comes in all forms – different skin colours, ages, body shapes and sizes. It was one of the first to introduce size 16 mannequins, and continues to send a clear message to the rest of the retail industry that many customers want to see more diverse and realistic images."


Also on HuffPost:

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  • Jennifer Lawrence

    Speaking to US Elle for their December issue, Jennifer Lawrence pioneer for positive body image in Hollywood and all-round breath of fresh air says: <a href="" target="_blank">“I’m never going to starve myself for a part. I don’t want little girls to be like, ‘Oh, I want to look like Katniss, so I’m going to skip dinner’…I was trying to get my body to look fit and strong—not thin and underfed.”</a>

  • Lady Gaga

    After the media focused on her <a href="">alleged weight gain</a> in September 2012, Gaga hit back at critics by baring her body in photographs, sharing her struggles with an eating disorder, and inviting her fans to join her in a <a href="">"body revolution."</a>

  • Adele

    Adele says she <a href="">tries not to worry</a> about her body image and doesn't want to be a "skinny minnie." "The first thing to do is be happy with yourself and appreciate your body -- only then should you try to change things about yourself."

  • Christina Aguilera

    "I am always in support of someone who is willing and comfortable in their own skin enough to embrace it," the singer said in a<a href=""> recent interview</a>.

  • Lena Dunham

    At the 2012 New Yorker Festival, the magazine's TV critic, Emily Nussbaum, asked Lena Dunham, producer, creator and star of the hit HBO show "Girls," why <a href="">Dunham is naked in so many scenes</a>. Dunham responded, "I realized that what was missing in movies for me was the presence of bodies I understood." She said she plans to live until she is 105 and show her thighs every day.

  • Alexa Chung

    Chung <a href="">responded to critics</a> who suggested that her slight frame made her a bad role model for young women, saying: "Just because I exist in this shape doesn't mean that I'm, like, advocating it."

  • Stella Boonshoft

    The NYU student started the amazing <a href="">Body Love Blog</a>, where she posted this picture of herself and wrote an <a href="" target="_hplink">open letter to those who feel entitled to shame others</a> for the size or look of their bodies.

  • Beth Ditto

    This 5-foot-tall, 200-pound singer spoke openly about her weight to <a href="">The Advocate</a>, saying, "I feel sorry ... for people who've had skinny privilege and then have it taken away from them. I have had a lifetime to adjust to seeing how people treat women who aren't their idea of beautiful and therefore aren't their idea of useful, and I had to find ways to become useful to myself."