The 28-year-old Reid, winner of a silver medal in the F42/44 long jump at London 2012, will appear in the campaign for the department store alongside a model missing her left forearm and plus size models. 

"Our customers are not the same shape or size so our latest look book celebrates this diversity," said Ed Watson, director of public relations at Debenhams.

"We would be delighted if others followed our lead.

"Hopefully these shots will be a step, albeit a small one, towards more people feeling more comfortable about their bodies."


Reid, a lower-limb amputee after a boating accident when she was 16-years-old, appears in the campaign in a navy and cream-coloured dress designed by John Rocha.

Minister for Women and Equalities Jo Swinson praised the campaign featuring Reid.

"Once again Debenhams is showing that beauty comes in all forms - different skin colours, ages, body shapes and sizes," she said.

"I have long been concerned that idealised, unrealistic media images play a significant part in lowering self-esteem and reducing women's confidence and contribution – at school, at work, and in society."

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