A photographic shoot, issued today (5th January 2016) is set to turn the convention of typical fashion shoots, which primarily focus on young models, on its head as everyone in front of and behind the camera is over 50.
In an industry first, a crew of fashion experts - all female and all over 50 - created the striking campaign for online retailer JD Williams to showcase its SS16 collection, breaking the precedent that sees unattainable younger models promote clothes to women over 50. The latter being something that the majority of the high street and high end fashion retailers adopt.
The shoot team consisted of stylist Caroline Baker (70), grey-haired model Yazemeenah Rossi (60), hair & make-up artist Charlie Duffy and photographer Wendy Carrig, both over 50.
With a massive 58% of women feeling that the high street only caters for
younger generations and 3 out of 5 women over 50 feeling unrepresented in
the media, JD Williams are taking a stand in an industry obsessed with youth
and proving that fashion has no age limit.
American academic, Ben Barry carried out research in 2012 with 2500 women which looked at ethnicity and age when it came to consumers purchasing behaviour. He found that they were 175% more likely to purchase when models were in their age range, something that is the exception rather than the norm in fashion and beauty advertising.
Angela Spindler, CEO, N Brown Group, (which owns JD Williams) said: “Through our Spring Summer 16 look book, we wanted to address the lack of women over fifty used in adverts and promotional material. This age group is at the heart of everything JD Williams represents. It’s about time we saw more over fifty reference points for this customer. I am delighted with the results.”
Caroline Nokes, MP for the All Parliamentary Group on Body Image comments, “JD Williams have positioned themselves as leaders in promoting confidence no matter what your age. Helping women to feel positive about their body image is a challenge that spans across all ages and JD Williams are pioneering a number of great methods to show the over 50s that they haven’t been forgotten.”
JD Williams has led the charge for using age appropriate models in its communications since relaunching in 2014 with Lorraine Kelly as brand ambassador.
TV presenter Lorraine (56) has her own collection for the brand, now in its fourth season, and starred in its recent TV advertising campaign.
Other campaigns include the retailer’s Over 50 Shades of Grey shoot - a Valentine’s Day campaign featuring three grey haired models aged 50 plus in lingerie.
The over 50s market is one of the most rapidly growing sectors, the ‘Grey Pound’ is worth a staggering £320bn a year and over 50’s account for around 47% of all consumer spending*.
To watch the behind the scenes video of the SS16 shoot go to https://vimeo.com/149870319
The SS16 collection is available in January from www.jdwilliams.co.uk, priced from £18 for a lace up blouse to £65 for a suede jacket.
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