Debenhams Reveals the Definition of Female Beauty is Changing

LONDON, February 28, 2011 - Debenhams, the high street retailer, has revealed that Britain's
perception of what an ideal woman should look like is changing yet again.

After five decades of worshiping tall, thin, slim-hipped women, society
is moving towards favouring the traditional hour glass figure, sales figures
suggest. Demand for shape wear saw a sales peak of +225% last year, creating
the impression of a classic Marilyn Monroe style figure, as well as women's
clothes (www.debenhams.com/women) which create the perfect body
silhouette.

Debenhams spokeswoman Michelle Dowdall said: "It looks like big busts,
big hips and narrow waists are on their way back.

"We're returning to an age when all women looked like Jane Russell, Ava
Gardner and Rita Hayworth.

"It's bad news for stick thin models - but great news for ordinary women
on the street with healthy, fuller figures."

Debenhams believes the trend towards ample proportions may have been
inspired by recent hit TV series Madmen. The increasing popularity of music
by singers such as Duffy and Paloma Faith who base their image on 1950s style
film stars may also be having an effect.

However there is also evidence to suggest that the definition of feminine
beauty is cyclical. Nude body forms chosen by artists and painters across the
last two centuries have alternated between thinner and fuller figures every
fifty or sixty years, experts say.

Since thin female bodies have been popular since the 1960s, this trend,
combined with Debenhams sales figures, suggests that Britain may on the cusp
of change. A propensity for hour glass figures would have a dramatic impact
upon the clothes and fashions worn by women in the future, says Debenhams.

An hour glass figure demands sharp, tailored clothes which define the
body's curves rather than hide it. Pencil skirts (
www.debenhams.com/women/skirts), fitted jackets and strapless dresses
(www.debenhams.com/women/dresses) would all rise in popularity - a
major shift away from today's boyish, androgynous styles. Deep v-neck
sweaters, tight fitting blouses - and good underwear hiding bumps and lumps
will also become even more essential.

Michelle Dowdall continued: "We're watching this development very closely
because it could have a major impact upon fashion in the future.

"Like all good businesses we look at trends way ahead, so if hour glass
figures are going to return - and current evidence suggests that they are -
then we need to begin planning for that major change now."

Current popular hour glass figure icons include Christina Hendricks,
Nigella Lawson, Scarlet Johansson and Salma Hayek"

About Debenhams:

Debenhams is a leading department stores group, and has a strong presence
in key product categories including children's wear, women's clothes, day
dresses, shoes, bikinis, jeans, men's clothing, home ware, make-up, health
and beauty, accessories, perfume and lingerie with DD+ bras and matching bra
and underwear sets.

    PR Contact:

    Michelle Dowdall
    PR Manager - Lingerie, Childrenswear and Home
    Debenhams
    33 Wigmore Street
    London
    W1U 1QX
    08445-616161

www.debehnhams.com

PR Contact: Michelle Dowdall, PR Manager - Lingerie, Childrenswear and Home, Debenhams, 33 Wigmore Street, London, W1U 1QX, 08445-616161