Hadid cousin fronts Debenhams plus-size intimates campaign

Debenhams has been putting major investment into plus-size intimates of late and this has led to a 4.3% gain in fuller bust (ie DD+) market share in the last three months alone. Now the retailer is launching an ad campaign for the category and is using Bella and Gigi Hadid’s Dutch-born cousin Joann Van Den Herik to front the marketing push.


It’s the first UK campaign for the 19-year-old model and body positivism campaigner and showcases Debenhams’ Collection and Gorgeous DD+ lingerie ranges. 

Signing her up looks like a shrewd move for the under-pressure retailer as the Hadid connection is a headline-grabber. Meanwhile her regular body positive posts, seen by her 60,000 Instagram followers, underline the inclusive message Debenhams is trying to put across in its intimates offer.

The company said that with her “girl-next- door looks, ‘relatable' body image and a candid approach to modelling,” her profile has been getting higher and she has been modelling in a larger number of brand campaigns recently.

For this campaign, she’s seen modelling several pieces from the new season offer including bralettes, bodies and ‘underwear-as-outerwear’ items. 

Van Den Herik said of this: “I’ve always wanted to be a model but didn’t realise that there was a market for my shape and size. I think it’s very important to show all the boys and girls out there that size doesn’t matter and that you’re perfect the way you are. I translate that into my work as a model and on social media. I’m a strong believer in body-positivity and that every body is beautiful.”

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