Debenhams reports 'Granny chic' creating sales storm

From: Debenhams
Published: Fri Feb 04 2011

Debenhams, a leading department store, has reported that, even though they are often the last people to be associated with the phrase "fashion icon", frumpy and practically dressed Grannies across the nation are now inspiring the season's latest dress code on British streets.

The fashion set saw granny style cardigans, tweed mid-length skirts and flesh coloured tights walk down the catwalks of Paris, New York, London and Milan and the trends have now filtered down to the high street.

The look has been embraced by fashion icons and 'now' girls Alexa Cheung, Agyness Deyn and the Geldof girls.

Demand for 'Nan favourites such as round-neck blouses (+34%), mid-length skirts (+96%), tweed skirts (+110%), brogues (+35%), low-heeled shoes (+62%) and even flesh coloured womens tights (+20%) - albeit with a designer twist - have soared in Debenhams stores. 

Debenhams Director of Design, Karen Peacock said: "Some may say that this trend is more Miss Marple than Marni but its popularity continues to increase. 

"Once reserved for bingo halls and bridge classes, 'granny chic' is more likely to be seen on trendy streets in Shoreditch, Manchester, Glasgow, Belfast, Dublin and Brighton.

"So strong is the trend that there has even been a wave of girls dying their hair grey."

Karen continued: "This is progression from the popularity of vintage clothing we have seen in recent years but now, instead of buying old clothes, the cool kids are imitating old women."

Designers who led the trend at the Autumn Winter catwalks shows included big hitters such as Marc Jacobs and Louis Vuitton.

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About Debenhams:
Debenhams is a leading department stores group with a strong presence in key product categories including womenswear, menswear, childrenswear, home and health and beauty.

Debenhams is the second largest department store chain in the UK and operates 167 stores in the UK, Republic of Ireland and Denmark, comprising 154 full departments stores and 13 Desire by Debenhams stores, which is a small store concept featuring an edited product range. Debenhams also has 60 international franchise stores in 23 countries. Debenhams' online store is available at

Designers at Debenhams include Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry Holland, Betty Jackson, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer, Pearce Fionda, Janet Reger, John Rocha, Lisa Stickley, Eric Van Peterson and Matthew Williamson.

PR Contact:  
Ruth Attridge
PR Manager - Menswear, Beauty, International & Retail Services
33 Wigmore Street
0207 529 0172
Company: Debenhams
Contact Name: Ruth Attridge
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Contact Phone: 0207 529 0172

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