Debenhams Launches Facelift for Busts

LONDON, July 15, 2011 -

Debenhams has announced the launch of a revolutionary new bra,
designed to defy drooping busts.

With life expectancy soaring, and the over 50’s fighting fitter
than ever before, women are ever searching for new diets, cosmetic
surgery procedures or magic creams to stop the outward signs of
ageing.

The Age Defying href="www.debenhams.com/lingerie/bras">Bra is proven to
restore a more natural, youthful breast contour through clever,
innovative technology.

Debenhams’ Head of href="www.debenhams.com/lingerie">Lingerie Buying and
Design, Sharon Webb commented: “Every woman eventually succumbs to
the downward pull of gravity as they age - our latest bra stops
Mother Nature in her tracks.

“The bra is designed to be comfortable, give great support and a
fantastic shape. Think of it as a facelift for your bust.”

Breast shape and contour can be affected by countless factors,
including numerous pregnancies, weight loss and breast feeding.

The integrated, laminated side support adapts sling-like
properties, pushing the bust in, whilst the innovative foam ridge
pushes the breasts upwards, creating the look of a full, firm
bust.

Debenhams’ research showed that 67% of women over 50 admitted to
feeling insecure of their breast shape, when questioned on how
happy they were with their bust.

Alarmingly, only 33% responded that they were happy with their
breast shape, spurring Debenhams to develop a solution.

The href="www.debenhams.com/lingerie/bras/push-up-bra">push up
bra aims to support, lift and create a sleek silhouette where
the youthful shape has been lost - giving older women a confidence
boost.

Continues Sharon Webb: “The bra moulds to the body, causing the
strap to sit flat on the skin right from the top to where it meets
the cup.

“We’ve been developing this bra for over 12 months. Its sole
purpose is to take years off the bust in an instant and at a
bargain price. There’s really no excuse for super droopers any
longer.”

The Age Defying Bra is available in Debenhams stores, online at
Debenhams.com and via the Debenhams app for iPhone, Nokia and
Android.

ENDS

About Debenhams:

Debenhams is a leading department stores group with a strong
presence in key product categories including womenswear, including
the push up bra, mens fashion, kid’s shoes, kid’s designer wear,
home and health and beauty.

Debenhams is the second largest department store chain in the
UK.

Debenhams operates 161 stores in the UK and Republic of Ireland.
Debenhams also has 61 international franchise stores in 24
countries and six Magasin stores in Denmark.

Designers at Debenhams include Preen, Jonathan Saunders,
Jonathan Kelsey, Roksanda Ilincic, 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:
Lizzie Singleton
Debenhams PR Assistant
33 Wigmore Street
London
W1U 1QX
+44(0)207-529-0121
www.debenhams.com

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