Debenhams – Relationship with Clothes

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4media Group recently worked with Debenhams to discuss our 72,000 year relationship with clothes.

Over the last 100 years, clothing has been a mechanism of social change and has played an important role in the women’s empowerment movement. The clothes you wear isn’t simply about fashion, but can also be a symbol of membership to a particular group or a challenge of cultural and social norms.

The Campaign

As well as looking at our evolving relationship with clothes, the campaign also looked at the heightening pressure to look good as a result of social media usage.

The way we communicate has been altered by the rise of social media. Our bodies have replaced our minds as our primary medium of communication. Social media allows us to present ourselves as who we want to be and how we wish to be perceived. As a result, low-self esteem has been closely linked to social media and the unrealistic representations that it broadcasts to its users.

The campaign secured fronted by University of Oxford evolutionary anthropologist and TV relationship expert on Channel 4’s Married at First Sight, Dr Anna Machin.


The campaign had a total of 54 items of coverage secured, making for an exceptional broadcast day, with trophy highlights including a feature on the Georgie Spanswick show and BBC Radio Scotland.

Coverage Included

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