Debenhams’ new summer 2013 campaign is set on showing how diverse and independent beauty is. Choosing models with disabilities and mannequins in small and large sizes the department store disregards conventions, opting instead for diversity and personality.

Having previously worked with fashion giant Ben de Lisi on the successful re-launch of the Principles brand, Debenhams are now working with renowned British fashion expert and lobbyist for integration, Caryn Franklin. Franklin and Debenhams aim to cast doubt on fashion industry norms.

Scouring the leading model agencies they have chosen personalities such as: Stefanie Reid: British gold medallist, Paralympic Games; Jada: Size 46, Face for Plus Size Fashion Week; Tess: Petite-Model, 1,52m, Size 34; Valerie: 69 years old; Kelly: born without a left forearm; winner of "Missing Next Top Model".

“Our new campaign is a tribute to the differences of each individual. We would be delighted if others follow our example” Ed Watson said, Head of PR at Debenhams.

"It was great to see how each of them was encouraged by the clothes. I've enjoyed taking part in a shoot in which mannequins weren’t look alikes. […] I never underestimate the ability of great fashion to strengthen the self-confidence of the wearer - as well as the effect of photos celebrating the uniqueness of each individual.” Caryn Franklin added.

In 2012 Debenhams received the “Award for Body Confidence” and is now part of the "Body Confidence Advisory Committee" of the British government.