Debenhams Targets Forgotten Women With Ground Breaking Campaign

LONDON, September 29, 2010 - Debenhams breaks yet another fashion industry taboo, becoming the first
retailer to launch a campaign featuring models in their 40s, 50s and 60s to
target 'forgotten women' rather than using models under 25 who usually
dominate high fashion and high street imagery.

The campaign, which the retailer is calling 'The Style List' is an
industry first and sees Debenhams joining forces with fashion commentator and
diversity campaigner Caryn Franklin.

The Style List will give ongoing solutions, advice and guidance on how
women 40+ can achieve any desired look, whether it be evening, day or weekend
wear. This will be delivered in stores, online and through photography used
by Debenhams.

There are three looks highlighted in the launch campaign; Power Dress,
All Woman and Casual Cool. Windows will convey each look along with tips in
how to make them work for everyone, whatever their age, from expert Caryn.

"The days are long gone when hitting 50 meant you were relegated to dowdy
cardigans and baggy knits. This group of women aren't communicated to by the
fashion press and retailers with models of their own age. We wanted to be the
first to put this right," said Michael Sharp, Debenhams deputy chief
executive.

"Today's 40 + women can easily achieve fashionability and enjoy trends
traditionally worn by consumers half their age. Through The Style List we
will be the only retailer on the high street showing them how," added Mr
Sharp.

Caryn Franklin, fashion commentator and campaigner for diversity said; "I
wanted to work with a retailer who would acknowledge the lack of good fashion
imagery aimed at middle aged and older women and was ready to change
things."

"It's a business savvy move - Debenhams have great designer product and
an excellent personal shopping service, so they are perfectly placed.

"It's been really fulfilling to create shots that celebrate the wonder of
getting older. It's important to challenge what we see in our media with a
broader reflection of beauty. Enjoy the magic of these women, their
confidence, their attitudes and their allure. These wonderful faces express
the joy of getting older - not something we see enough of."

The ground breaking imagery features fashion advice at street level,
along with mannequins and product in a how-to window display to launch The
Style List.

Debenhams will shortly begin a nationwide search for a fourth face to
join The Style List model line-up later this autumn.

Through its use of photography both online, in windows and in
advertising, Debenhams is the UK's only retailer to commit to reflecting its
diverse customer base through representative imagery.

The move comes as a next step for Debenhams, who have been trailblazing
inclusivity campaigns of late, carrying out activity involving national
window campaigns featuring disabled model Shannon Murray, un-airbrushed swim
models, size 16 mannequins and plus size and petite models - all since the
start of 2010.

The retailer hopes the launch of The Style List will alert other
retailers to the needs and wants of this seemingly overlooked market of
fashion savvy shoppers, and spur them to follow suit.

The images can be seen in Debenhams' Oxford Street windows and online at
Debenhams.com with further activity scheduled in all stores across the UK and
Ireland.

About Debenhams:

Debenhams is a leading department stores group with a strong presence in
key product categories including womenswear with Purses (
www.debenhams.com/women/radley) and women's jackets (
www.debenhams.com/women/coats-jackets), menswear with cardigans
(www.debenhams.com/men/jumpers-cardigans) and mens jackets
(www.debenhams.com/men/coats-jackets), childrens clothes
(www.debenhams.com/kids/occasionwear), home and health and beauty.
Debenhams is the second largest department store chain in the UK.

Debenhams 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.

    For further media information, please contact:

    Michelle Dowdall
    PR Manager - Lingerie, Childrenswear and Home
    Debenhams
    33 Wigmore Street
    London
    W1U 1QX
    +44-(0)20-7529-0449

For further media information, please contact: Michelle Dowdall, PR Manager - Lingerie, Childrenswear and Home, Debenhams, 33 Wigmore Street, London, W1U 1QX, +44-(0)20-7529-0449