Playful Promises celebrates ageless beauty in new campaign

Pam Lucas, 67, stars in the Ageless Fashion campaign.Pam Lucas, 67, stars in the Ageless Fashion campaign.

Playful Promises has enlisted two women in their late 60s to star in a new campaign that celebrates ageless beauty.

Pam Lucas, 67, and 68 year-old Lina model the brand’s latest range of bras, bustiers, slips and suspender belts in the new campaign, which launched this week.

The new images showcase not only the new collections, but also aim to debunk some of the myths and perceptions about size and age in fashion.

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Founder Emma Parker set up Playful Promises when she was 28 and said her own experience of ageing inspired her to create the campaign.

“I created Playful Promises when I was 28 years old; I’m now 41 and starting to understand the power of lingerie for an older woman, and wanted to express and explore this in a photoshoot,” she explained.

Lina, 68, wears the Juliet bra, brief and girdle.

Lina, 68, models the Juliet bra, brief and girdle.

“The campaign is about re-creating my own bond with my brand, but also connecting it with the wider world. We have already been working hard to make women of all shapes and sizes feel that they can wear lingerie to express themselves and feel comfortable with this, but I realises we were excluding another whole group of people. A group I’ve become a part of.”

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