• September 14, 2010

Debenhams, the British retailer that created plenty of buzz when it cast a model in a wheelchair in fashion ads earlier this year, says it is rolling out the display in the windows of all of its 160 stores in the UK and Ireland -- a move it says will make it the first chain on the British high street to do so.

The store's involvement followed the success of the hit TV show, "How to look good naked...with a difference," which focused on women with disabilities. That led Debenhams to cast Shannon Murray, who has been in a wheelchair since she was 14, in creative appearing in three stores, resulting in what the retailer says is among the most responsive and positive feedback it has ever received.

In the spirit of inclusion, the new ads also feature a model who is size 16, one who wears a size 10, and one who is just 5'4" tall. This year, the store has also made an effort to install size 16 mannequins in stores, and stopped airbrushing its swimsuit models. "We cater for men and women of all shapes and sizes, young and old, non-disabled and disabled," an exec for the chain says in its announcement. "We wanted to make a commitment to continuing with this inclusive approach."