Saturday, 27 February 2010

Debenhams ticks all the boxes

Debenhams has become the first British retailer to feature a disabled model in its latest ad campaign. This move follows the decision to replace the size 10 mannequins in its Oxford Circus store with size 16s. Wheelchair bound Shannon Murray, is joined by Kate Fullman (a size 16 model), Tokumbo Daniel (a size 10) and Tess Montgomery (petite). 

"This isn't just a one-off... We're committed to using disabled models in other photography with a second photo shoot already organised" - Jenny, Debenhams Blog Editor.

"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" Shannon Murray (in Debenhams Blog).

Will other retailers follow this positive step by embracing women of all shapes, sizes and disabilities? I would like to think so but I'm not entirely confident - we are living in a shallow world of stereotypes - tall, skinny and beautiful is usually the way forward...


  1. 'Wheelchair user' tends to be a preferable term to 'wheelchair bound'.

    Using a wheelchair means being able to get out and about which, if you ever find yourself in need of mobility assistance quickly becomes apparent, is the other end of the spectrum to being 'bound' by it.


  2. and this was way back in 2010, sadly still yet to see any of their competitors follow suit here in the future (2014)