Debenhams Sees Over Fifties Create the Latest Fashion Trend - The Grankini

LONDON, September 6, 2010 - Debenhams has reported that sales of swimsuit styles which are
traditionally associated with the under 30s are soaring thanks to role model
glamour-grannies like Helen Mirren and Goldie Hawn taking the plunge.

So strong is the trend that swimwear
(www.debenhams.com/women/swimwear-beachwear) buyers have dubbed the
skimpy beachwear the 'grankini'.

Sales of bikinis
(www.debenhams.com/women/swimwear-beachwear/bikinis) at fashion
retailer Debenhams have risen by 118% driven by women who were ironically
born around the time of the two-piece's invention in 1946.

When Debenhams customers between the ages of 50 and 65 were asked what
style of swimwear they take on holiday, 71% admitted to trading in their
one-piece for a more revealing two-piece.

Sasha Nagalingham, swimwear buyer at Debenhams, said, "There are no rules
to say when a woman should retire her bikini.

"Women over 50 are as interested in looking glamorous as their younger
counterparts; and the beach is no exception.

"Over 74% of the customers who now wear a bikini also said that they had
been inspired by images of older celebrity women stepping out in a two-piece
with Helen Mirren's red bikini the most commonly mentioned instance."

In 2008 Helen Mirren was photographed wearing a show-stopping red bikini
on a beach in Italy, just days before her 63rd birthday - an image that is
still driving the 'grankini' craze two years later.

Sasha continued, "Like it or not, a full costume on an older lady
instantly says 'granny'; but wearing a supportive, well proportioned bikini
is less aging and accentuates rather than hides natural shape."

"This is not about an older woman throwing on a string bikini and hoping
for the best - advances in swimwear technology mean that we can now create
bikinis that flatter a mature shape."

Wider straps, gauge wires and built-in mesh support hoist and shape
breasts in the same way that lingerie does, while bikini bottoms with higher
waist lines offer coverage for any wobbly bits or stretch marks.

Celebrities driving the Grankini trend include Helen Mirren (65), Jerry
Hall (54), Ivana Trump (61), Sharon Stone (52), Goldie Hawn (65), Madonna
(52) and Kim Cattrall (52).

About Debenhams:

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

For more information, interviews or images please contact:

www.debenhams.com

To download free high res images visit www.prshots.com/debenhams

    Carie Barkhuizen
    Debenhams PR Manager
    33 Wigmore Street
    London
    W1U 1QX
    +44(0)20-7408-3298

Carie Barkhuizen, Debenhams PR Manager, 33 Wigmore Street, London, W1U 1QX, +44(0)20-7408-3298