‘Over 50 Shades of Grey’ by JD Williams, celebrating natural
beauty (with no alterations to body); Lace Teddy,
£32, Pantee Corselet, £59,
Black body, £12 available in sizes 28 to 58 A to L & briefs in sizes 10 to 38.
Online retailer JD Williams is breaking convention by using women over the age of 50 in its annual Valentine’s Day lingerie campaign for the first time.
JD Williams’ ‘Over 50 Shades of Grey’ campaign is in direct response to research showing that three out of five UK women aged 50 plus feel underrepresented in the media*, and features three grey haired mature women modelling the retailer’s lingerie best sellers.
JD Williams spokesperson Carie Barkhuizen said: “We can expect to be bombarded with images of young women looking luscious in lingerie at this time of year, but what about the more mature woman? Interestingly, our research also discovered that 52% of UK women feel most confident aged 45+, so what better way to showcase that confidence by featuring mature models aged 50+ looking just as fantastic – and sexy – in lingerie as their younger counterparts? Age is just a number and I think our campaign proves that you can good in lingerie at any age!”
The retailer hopes to promote body confidence for all women regardless of age, shape and size. The campaign images will appear online at jdwilliams.co.uk.
The mature market currently stands as the UK’s fastest growing fashion sector, which is now worth £6.7bn** and is emerging as Britain’s most powerful consumer group. Yet despite the facts, it’s the only sector being ignored.
JD Williams was the first brand to introduce shapewear over 100 years ago in 1880, with over 140 years’ expertise in offering mature women fashion that fits, flatters and feels comfortable to wear.