Debenhams has used an amputee, a glamorous granny and a size 18 model in its new diverse advertising campaign.

The department store said the aim of the campaign is to “challenge perceived norms of the fashion industry” and show a broader range of beauty ideals.

A Debenhams spokesman said: “Our customers are not the same shape or size so our latest look book celebrates this diversity.  We would be delighted if others followed our lead.  Hopefully these shots will be a step, albeit a small one, towards more people feeling more comfortable about their bodies.”

The department store is working with inclusivity campaigner and fashion industry commentator Caryn Franklin MBE for its ‘high summer look book’.

Franklin said: “To showcase the range of sizes and labels at Debenhams this season, we chose models to inspire us with their own unique looks and personalities. I loved seeing the way that clothes emboldened each woman and man.”

The retailer scoured top model agencies to find models including Stefanie Reid, a Paralympian athlete; Kelly, who was born without a forearm; Jada, a size 18 model who was the face of the recent Plus Size Fashion Week; and Valarie, a 69 year old model.

Last year Marks & Spencer launched a new campaign called For Every Woman You Are which featured two size 16 girls and an older, grey haired model to appeal to ordinary woman.

Debenhams has previously used a disabled model when it launched Principles in 2010 and has introduced size 16 mannequins in its stores in a move which it said more accurately reflected the shape of its customers.

The department store now sits on the Government’s Body Confidence Advisory Committee due to its work in the field.

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