Debenhams has begun the revival of its Designers At Debenhams label, naming Eleanor McMahon from Manchester Fashion Institute as the winner of the first Designers at Debenhams ‘Catwalk to Commercial Award’ at Graduate Fashion Week. 

Now an online-only retailer, Debenhams is relaunching the brand that originally launched in 1993 and was for a time one of the most successful labels in offering designer brands at affordable prices.

The Designers At brand was a major boost to the careers of Julian MacDonald, Matthew Williamson, Henry Holland and more and the company said “the relaunch will honour the brand’s rich heritage while embracing contemporary collaborations and present-day muses”. 

Debenhams CEO Dan Finley said McMahon’s winning “collection aligns perfectly to the ethos of our business, and she will be a part of our Designers at Debenhams Journey. We’re looking forward to welcoming her to learn from our in-house experts and bring her inspirational collection to life for SS25”.

McMahon now gets a 12-month in-house contract at the retailer, offering a “unique chance to gain invaluable industry experience from a commercial perspective”. She’ll design and create a full collection scheduled to go on sale in 2025 as a part of the relaunch.

Her graduate collection “explores the notion of nature reclaiming space highlighting the impact of urbanisation on the environment”.