Debenhams, the iconic Great British digital department store, is proud to announce Eleanor McMahon from Manchester Fashion Institute as the winner of the first “Designers at Debenhams Catwalk to Commercial” Award at Graduate Fashion Week (GFW) 2024 for the first time.
This initiative marks the re-launch of the highly successful Designers at Debenhams program, which enables designer fashion to be more accessible to a broader audience. Since its inception in 1993, Designers at Debenhams has played a pivotal role in the careers of esteemed designers such as Julian MacDonald, Matthew Williamson, Henry Holland and more. The re-launch will honour the brand’s rich heritage while embracing contemporary collaborations and present-day muses.
The “Designers at Debenhams Catwalk to Commercial” Award will provide Eleanor McMahon a 12-month in-house contract at the retailer, offering a unique chance to gain invaluable industry experience from a commercial perspective. McMahon will design and create a full collection scheduled to go on sale in 2025 as a part of the Designers at Debenhams relaunch.
To select the winner, Debenhams judges joined the daily catwalk judging panel attending, watching and reviewing all university students’ collections showcased across the 4-day event and announced at the finale on 13th June 2024. McMahon’s collection explores the notion of nature reclaiming space highlighting the impact of urbanisation on the environment.
The GFW designer’s collection will meld the brand’s commercial accessibility with creative flair of design showcasing Debenhams dedication to nurture the next generation of fashion designers.
“Embarking on the next stage of my career with Debenhams is incredibly exciting, and I’m eager to dive into the commercial side of the fashion industry” mentions Eleanor McMahon. “Showing my final collection at Graduate Fashion Week was an unforgettable experience, and I look forward to designing for such a renowned British powerhouse as Debenhams.”
Stay tuned for more information on the collection coming 2025.
