Debenhams launches disabled ad campaign

British retailer Debenhams has unveiled its autumn winter womenswear to high acclaim as it became the first British retailer to feature a disabled model in a national window campaign. Model Shannon Murray, who has been in a wheel chair since the

age of 14 as a result of an accident, appears alongside additional photography, mannequins and product displays to launch the retailer’s latest collection. This comes after an approach by Nikki Fox and Natasha Wood, both disability campaigners and presenters of the channel 4 show, How to Look Good Naked, which led to a trial using Shannon in several stores back in February.

Murray beamed: “I think this is a fabulous step forward by Debenhams and I’m proud to be part of such a big move towards positive representation of disability in high street fashion.”

Fox expressed similar sentiments about the campaign: “I am so happy and proud that Debenhams has used our disabled model for such a massive campaign. If seeing Shannon helps another disabled person, then we’ve done well.”

Debenhams has been pioneering bold ad campaigns such as anti-airbrushing [see Girl guides call for airbrushing ban], plus-size and petite models as well as size-16 mannequins. The department store hopes this latest campaign will urge other retailers to follow in its footsteps.
 
Michael Sharp, Debenhams’ Deputy Chief Executive, commented: “We cater for women of all shapes and sizes, young and old, non-disabled and disabled so we wanted our windows to reflect this choice. When Nikki and Natasha approached us with the idea, we didn’t have to think twice. We only wished we had done it sooner.”

Picture: Debenhams