Debenhams Reveals Formula for Perfect Pair of ‘Drop-A-Dress Size’ Shoes

LONDON, November 4, 2011 -

Debenhams has announced its formula for how to drop a dress size in seconds. According to the retailer, if chosen carefully, a mere pair of shoes can have a dramatic slimming effect on the wearer - creating the illusion of having dropped a dress size.

The slimming effect is so apparent that, when asked to guess the dress size of the same woman in two images, people shown the image of her wearing the slimming shoes gave an average of one dress size smaller than those shown a picture of her without the magic shoes on.

Debenhams technologists created the formula when they noticed an onslaught of celebrity women, including Kate Middleton, Victoria Beckham and most recently Ed Miliband’s wife Justine wearing similar nude high heels.

The formula for the perfect pair of slimming shoes is as follows: (colour + platform + height + heel width) - ankle strap = slimming, or as it is written in short-hand: (C + P + H + HW) - AS = S.

For those wanting to look slimmer in their dresses, they must first choose a nude coloured shoe which matches their skin tone. This works as an extension of the leg. Platforms should be concealed and should have at least a centimetre in depth to ensure maximum lengthening.

Heel height is critical and it is advised that women choose three-inch or higher heels. This provides added height and instantly gives a slimming effect. Heel width should also be considered. Thick heels draw the eye and break the illusion, so stiletto heels are recommended.

The final aspect of the formula is ankle straps. According to the formula, ankle straps should be avoided at all costs as they cut the leg short, making them look shorter and wider.

The formula combines a combination of tricks that give the impression of lengthened legs and tighter thighs while encouraging the torso to be pushed out, in turn flattening the stomach.

In response to the slimming formula, Natelle Baddeley, head of accessories for Debenhams, said: “It seems that performing magic tricks is no longer reserved for the likes of Dynamo and David Blaine.

“If followed to the letter, this formula gives women the chance to walk in the shoes of the famous tricksters of our time - creating a slimmer silhouette in an instant.”

Natelle Baddeley continued: “This is a diet in a shoe. Once you have found the perfect pair all you need to do is slip on your shoes to instantly transform your silhouette. It’s the perfect party cheat.”

High profilers who currently benefit from this sneaky cheat are A-listers such as Beyonce Knowles, Victoria Beckham, Alesha Dixon, Jessie J and Sarah Jessica Parker.

About Debenhams:

Debenhams is the second largest department store chain in the UK with a strong presence in key product categories including women’s clothing, men’s clothing, childrenswear, furniture and health and beauty. Debenhams operates 167 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, Dune, 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:
Press Office
33 Wigmore Street
London
W1U 1QX
+44(0)8445-616161
www.debenhams.com

.