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Debenhams Promotes Diversity in Lingerie

Jilly Johnson models Reger by Janet Reger for Debenhams.
Jilly Johnson models Reger by Janet Reger for Debenhams.

(Filed Under retail Lingerie News). Leading U.K. department store group Debenhams has unveiled its latest lingerie campaign featuring 58-year-old model Jilly Johnson.

The photos are being used to promote the Reger by Janet Reger lingerie line, a brand that Johnson first modeled for in the 1980s. "I have known Jilly since I was a little girl when I admired her as one of the models for the Janet Reger label," stated Aliza Reger, daughter of Janet Reger and current head of the Reger brand. "It is fantastic to demonstrate to the Reger customer that you can look and feel fabulous in beautiful lingerie no matter your age."

In addition to its lingerie campaign, Debenhams has been rolling out campaigns for a variety of women’s styles featuring models in their 40s, 50s and 60s. The company also recently debuted a personal shopping service for visually impaired customers and will use disabled models in advertisements.

"We are committed to using a variety of models," stated Michelle Dowdall, a spokesperson for Debenhams. "Our customers are buying into a lifestyle which they feel is representative of themselves, their own tastes and similar ages."

more retail Lingerie News >>

Published 11-29-2011 by Katherine Rautenberg

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