Leading fashion retailer, JD Williams, launches its Bikini Selfie campaign fronted by two fabulous models, both over the age of 50.

The campaign, featuring Sports Illustrated model Nicola Griffin, 56, and former top model Jilly Johnson, 62, aims to encourage women to feel confident in their swimwear whatever their age, shape or size.

According to a recent YouGov report commissioned by JD Williams, just 4% of women over 50 feel confident enough to post a picture of themselves in a bikini on social media. So this summer, in an effort to prove that confidence has no limits, JD Williams is asking women of all ages, shapes and sizes to post pictures of themselves in swimwear on Twitter, Facebook and Instagram, using the hashtag #MyBikiniSelfie.

Suzi Burns, PR Manager at JD Williams, said: “The fashion industry is constantly criticised for its lack of representation of real women. With the help of Nicola and Jilly, we want the Bikini Selfie campaign to empower women and inspire them to feel confident enough to post photos in their swimwear, no matter what their body shape.”

Jilly Johnson said: “This campaign pushes a really powerful message and I’m excited to be a part of it. It’s a really fun way to encourage women to let their guard down and feel confident enough to share their bikini shots. Our bodies should be celebrated, no matter what our age.”

JD Williams has led the way in championing the modern 50+ female. Earlier this year it made history by hosting the first ever Fifty Plus Fashion Week using models and a full creative team all over the age of 50.

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