Debenhams Reports 'Granny Chic' Creating Sales Storm

By Debenhams, PRNE
Thursday, February 3, 2011

LONDON, February 4, 2011 - Debenhams, a leading department store, has reported that, even though
they are often the last people to be associated with the phrase "fashion
icon", frumpy and practically dressed Grannies across the nation are now
inspiring the season's latest dress code on British streets.

The fashion set saw granny style cardigans (, tweed mid-length skirts and flesh
coloured tights ( walk down
the catwalks of Paris, New York, London and Milan and the trends have now
filtered down to the high street.

The look has been embraced by fashion icons and 'now' girls Alexa Cheung,
Agyness Deyn and the Geldof girls.

Demand for 'Nan favourites such as round-neck blouses (+34%), mid-length
skirts ( ) (+96%), tweed skirts (+110%),
brogues (+35%), low-heeled shoes (+62%) and even flesh coloured women's
tights ( ) (+20%) - albeit with
a designer twist - have soared in Debenhams stores.

Debenhams Director of Design, Karen Peacock said: "Some may say that this
trend is more Miss Marple than Marni but its popularity continues to

"Once reserved for bingo halls and bridge classes, 'granny chic' is more
likely to be seen on trendy streets in Shoreditch, Manchester, Glasgow,
Belfast, Dublin and Brighton.

"So strong is the trend that there has even been a wave of girls dying
their hair grey."

Karen continued: "This is progression from the popularity of vintage
clothing we have seen in recent years but now, instead of buying old clothes,
the cool kids are imitating old women."

Designers who led the trend at the Autumn Winter catwalks shows included
big hitters such as Marc Jacobs and Louis Vuitton.

About Debenhams:

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

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:
    Ruth Attridge
    PR Manager - Menswear, Beauty, International & Retail Services
    33 Wigmore Street
    W1U 1QX

PR Contact: Ruth Attridge, PR Manager - Menswear, Beauty, International & Retail Services, Debenhams, 33 Wigmore Street, London, W1U 1QX, +44(0)207-529-0172

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