Debenhams targets 35+ women with new campaign

Department store Debenhams has reunited ‘the Supers’, Helena Christensen, Yasmin Le Bon and Eva Herzigova for its autumn/winter 2016 campaign, with focuses on “women not girls” representing a more relevant fashion forward approach for the brand.

The 2 million pound ‘a match made in’ campaign targets 35-to-54-year-old women and features the supermodels wearing Designer at Debenhams products including Principles by Ben de Lisi, Nine by Savannah Miller and Star by Julian Macdonald.

Launching next month, the campaign aims to show women and not girls to a fashion customer, following similar approaches used by designer brands Balmain, Celine, Armani and Marc Jacobs.

The ‘Supers’ campaign will run across all channels including double page spread and single page layouts in fashion magazines and weekend supplements, as well as a heavyweight digital presence across online consumer titles and social media platforms. This will be supported with a nationwide campaign of 48 sheets and 6 sheets as well as large format digital sites in Manchester, Leeds, London, and Birmingham.

Debenhams reunite supermodels for AW16 campaign

In addition, the campaign will also feature in windows across the 167 Debenhams store estate and its personal shoppers will be trained in how to style up the autumn/winter collection.

Debenhams marketing director, Richard Cristofoli said: “Our customer has grown up with the Supermodel talent and identifies strongly with them as role model women who know how to wear a trend and wear it well. We know that our customers want advice and inspiration on how to wear latest trends in a way that suits them and by working with Helena, Yasmin and Eva we are showing confidence in our fashion offering.

“The fact that we are portraying ‘women not girls’ shows we are in touch with our customer and showing her that style has no age barrier. A Match Made in Debenhams is our way of exciting customers with new season product whilst making the shopping experience less intimating by giving advice on the full look.”

As well as featuring across the UK, the shots will also feature in Debenhams‘ international markets including the Middle East, Indonesia, Malaysia, Philippines as well as Turkey, Russia, Cyprus, and Denmark.

Images: courtesy of Debenhams