Department store Debenhams is featuring older models in its new ad campaign which the retailer claims is an industry first.
The models, in their 40s, 50s and 60s, are being used to target what the retailer called “forgotten women”, who Debenhams said are “neglected in terms of fashion advice and styling tips” even though they are “the ones with the fuller purses”.
The Style List campaign aims to give advice on how women aged 40 and over can “achieve any desired look, whether it be evening, day or weekend”.
The campaign, which will run in stores and online, highlights three looks; Power Dress, All Woman and Casual Cool. Shop windows will convey each look along with tips from fashion commentator Caryn Franklin.
Debenhams deputy chief executive Michael Sharp said: “The days are long gone when hitting 50 meant you where 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.
“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.”
Debenhams said it will shortly begin a nationwide search for a fourth face to join The Style List model line-up later this autumn.
The retailer said it 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”.