Imagine Macy's doing a fall ad campaign based on broken marriages. Never, you say?

Well, that's exactly what Debenhams, the British department store chain, is doing with the "Separated and Successful" Club — a 21st Century First Wives Club of well-known women, carrying the message that any hardship can be overcome with confidence, a steadfast support system, and a spankin' new wardrobe.

The SAS Club is made up of some famous British ladies who've
conquered divorce — and looked fabulous doing it — like TV personalities Coleen Nolan and Trisha Goddard, along with author and journalist Bel Mooney, and divorce coach Kirsten Gronning.

It wasn't until her break from actor Shane Ritchie — and an endorsement deal with Debenhams — that Nolan truly discovered the rejuvenating power of shopping.

"It's really hard getting over divorce, especially when a partner has been unfaithful, as this can really knock your confidence — you think that other men won't fancy you," she says. "A new hair cut and a couple of glam outfits is a real confidence booster that will set you on the right
track."

So, on one hand you have a retailer trying to sell some "glam outfits." But, on the other you have a big name brand — in the U.K., at least — using the issue of divorce to convey a message of strength and the potential for positive change. Pretty impressive.

Maybe not as impressive as the Dove brand spending tens of millions of dollars stateside to promote a broader definition of beauty for women of all shapes, sizes, and generations. But, we'd say it's just as groundbreaking and just as ballsy.

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