Debenhams Announces Mismatched Crockery Threatens Formal DiningBy Debenhams, PRNE
Wednesday, March 23, 2011
LONDON, March 24, 2011 - Debenhams, the high street store, has announced that deliberately
mis-matched crockery, where no two plates or cups are the same, is the latest
craze to hit the UK.
A fad which started in trendy restaurants has spread to homes all over
Britain, latest sales show.
It's a rebellion against the rigid, formal, starched table cloth rules
which have governed dinner parties in Britain for the last century.
Debenhams' spokesman Ed Watson said: "It's a Mad Hatter's approach to
"Young people are turning their backs on one of the last surviving forms
of etiquette dating from the Victorian period."
The trend towards crockery in different shapes, colours and sizes was
first noticed by Debenhams last year.
The style is common in the latest trendy tea houses which deliberately
mix and match vintage cups and saucers (
and dinner plates (
but carefully coordinate the different colours and patterns to achieve an
artistic end result.
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Sales also soared following the release of Tim Burton's hit film Alice in
Wonderland in 2010.
In the film, key characters, including Helena Bonham Carter and Johnny
Depp, are seen sitting at a table with an outlandish tea set.
Informal dining promoted by celebrity chefs such as Jamie Oliver may also
have contributed to the new trend, along with Lady Gaga whose accessory of
choice was a cup and saucer back in 2010.
Ed Watson continued: "Breaking the formal rules of dining is one of the
last great taboos in Britain. No one has ever questioned the way that a
formal meal is laid out - until now.
"Using mis-matched crockery certainly isn't an easy option. Choosing
crockery with the same pattern imposes it own natural order. However,
deliberately mis-matching each piece requires much more thought, colour
co-ordination and artistic flair.
"It's the dining equivalent of creating a painting from scratch rather
than painting by numbers. Young people want to eat meals where imagination
hasn't been confined to the food."
'Ladette to Lady' social & etiquette expert, Liz Brewer commented:
"Offering an assortment of interesting cups, saucers and tea plates is a
natural twist to traditional afternoon tea, so it makes sense that this is
now extending into dinner parties and other social occasions."
The trend is even infiltrating traditional occasions such as weddings,
birthday parties and Christenings, with guests sitting down to tailor-made
crockery and dinnerware (www.debenhams.com/home-furniture/dinnerware)
There are websites and social media forums dedicated to the trend
appearing on a daily basis, firmly establishing its popularity.
Debenhams is a leading department stores group with a strong presence in
key product categories including womenswear, menswear, childrenswear, home
and health and beauty.
Debenhams is the second largest department store chain in the UK and
operates 167 stores in the UK, Republic of Ireland and Denmark, comprising
154 full departments stores and 13 Desire by Debenhams stores, which is a
small store concept featuring an edited product range. Debenhams also has 60
international franchise stores in 23 countries. Debenhams' online store is
available at www.debenhams.com.
Designers at Debenhams include Ted Baker, Jeff Banks, Jasper Conran,
Erickson Beamon, FrostFrench, Henry Holland, Betty Jackson, Ben de Lisi,
Julien Macdonald, Melissa Odabash, Jane Packer, Pearce Fionda, Janet Reger,
John Rocha, Lisa Stickley, Eric Van Peterson and Matthew Williamson.
PR Contact: Miki Clarke PR Manager Debenhams 33 Wigmore Street London W1U 1QX +44(0)8445-616161 www.debenhams.com
PR Contact: Miki Clarke, PR Manager, Debenhams, 33 Wigmore Street, London, W1U 1QX, +44(0)8445-616161
Tags: Debenhams, London, March 24, United Kingdom