Always Aliza’s New Face #Diversity #Lingerie

You know I’m all for diversity don’t you?! I’m forever posting pictures with the captions and hashtags #BEPROUDBEYOU #DIVERSITY #BODYPOSITIVE etc – I’m all for it! 

So when I saw the release for Always Aliza’s New Face campaign which features Marie Helvin, at 62 year old model who looks so damn good however she has promised this would be her last shoot, I just had to post it. Just go online and see how interesting AND popular models who are seen as senior models, really are. I love that as women we are now in control of how the media portrays us and i love the evident shift in females standing up and making huge strides to combat not only sexism but also ageism! So with that, I wanted to share the recent news that retailer JD Williams (also known for the Lorraine Kelly clothing line) has announced sixty two year old Supermodel Marie Helvin as the face of its new lingerie range by Aliza Reger. 

Always Aliza is the first lingerie collection specifically designed to fit and flatter the over 50’s figure combining sexy styles and a pretty palette perfectly suited to the mature silhouette.

The iconic 1970s model and former wife of David Bailey has modelled the new 13 piece lingerie collection of bras, basques and briefs featuring lace panelling and floral prints. Marie Helvin says; “I am thrilled to be modelling the debut collection of Always Aliza. Janet Reger was such an iconic brand throughout my modelling career and it feels great to now be modelling her daughter’s range for JD Williams almost forty years on.”

At 62 Marie shows she is as confident to strip off as she was in her twenties and is proud to show off her enviable figure in the new lingerie collection from JD Williams, the leading fashion retailer for the over fifties. 0-plus fashion comprises the key part of our business and we see our lingerie offer as having strong potential for growth, providing our customers with inspiration and advice to ensure they feel great and look fabulous” says JD Williams.

The Always Aliza launch follows customer feedback which shows 50+ women feel the high street does not offer fashion forward functional lingerie to suit their physique.

Aliza Reger says; “My Always Aliza collection is specifically designed to fit and flatter every woman’s figure and make her feel confident and fabulous.The new Always Aliza collection launched earlier this week, on Monday 1st July in bra sizes B- F and briefs in 12-32 at JD, prices start from £14.

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