Renowned lingerie designer Aliza Reger has collaborated with retailer JD Williams to offer a glamorous new underwear range for the over 50s.
Always Aliza has been making headlines today with a series of campaign images featuring 62 year-old supermodel Marie Helvin as the face of the collection.
This is the first lingerie range from Reger that is specifically designed to fit and flatter the mature woman, with 13 pieces featuring lace panelling and floral prints.
“I took inspiration from heritage pieces and worked closely with the JD Williams team to ensure Always Aliza is both functional and supportive whilst still being stylish,” Reger said.
The collaboration is something of a homecoming for Helvin, a former Vogue cover girl who shot to fame in the 1970s after marrying photographer David Bailey.
“I am thrilled to be modelling the debut collection of Always Aliza,” she said. “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.”
The launch follows customer feedback which shows that 50+ women feel the high street does not offer fashion-forward and functional lingerie to suit their physique.
Angela Spindler, CEO of JD Williams’ parent company N Brown commented: “We’re delighted to be launching a new collection by iconic British lingerie designer Aliza Reger.
“50-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.”
The new Always Aliza collection launches on July 1, with prices starting from £14. Bras and basques will be available in B-F cups and briefs will be offered in sizes 12-32.