Models paraded Oxford Street in their lingerie yesterday to celebrate the launch of Debenhams’ new lingerie department in the refurbished £25m store.
The models were joined by designer at Debenhams Aliza Reger, CEO of the Janet Reger brand, as they strutted the high street in garments from Princesse Tam Tam, Elomi, Curvy Kate, Gorgeous, Reger by Janet Reger, Triumph and Wonderbra.
To mark the opening of the new look department, Debenhams is hosting a ‘Fabulous Fortnight’ event tonight.
Shoppers will be offered bra fits, lingerie advice and discounts from lingerie stockists at Debenhams.
Head of lingerie buying and design at Debenhams Sharon Webb will also be offering lingerie gift buying advice for men.
She commented: “We’re thrilled to re-launch our Oxford Street store and hope our fabulous lingerie event on Thursday 12th December is a huge success. We’ve received a fantastic customer reaction to our fuller busted and fuller figured lingerie offering – Elomi in particular is a brand that is growing well.”
Debenhams’ biggest ever lingerie department is part of an “oasis for women” which will allow customers to use the “Bra Fit” service in a brand new suite of fitting rooms kitted out with individual order points from which women can order extra sizes or brands.
The department has moved from the first floor to the basement to allow shoppers to access it from the street.
All other departments have been swapped and changed, and renowned artist and sculptor Ned Khan has modernised Debenhams’ exterior, as part of Oxford Street’s biggest ever redevelopment.
The refurb comes ahead of Debenhams’ 200th anniversary on Christmas Day, 2013.
Debenhams CEO Michael Sharp said: “We set out to create a true flagship store to compete with the very best Europe has to offer on the most famous shopping street in the world to celebrate everything that is great about Debenhams. That’s exactly what we have done. I am very proud of the result.”