The release of the Fifty Shade of Grey film this weekend has sparked a new lingerie campaign from JD Williams titled ‘Over Fifty Shades of Grey’.
The retailer has released a series of campaign images featuring mature models wearing elegant shapewear and holding signs proclaiming ‘Age is just a number,’ and ‘We’re over 50 shades of grey.’
The campaign, launched ahead of Valentine’s Day, is a direct response to a YouGov survey that suggests three out of five women over the age of 50 feel they are underrepresented in the media.
“We can expect to be bombarded with images of young women looking luscious in lingerie at this time of year, but what about the more mature woman?” commented Carie Barkhuizen, a JD Williams spokesperson.
“Our research discovered that 52% of UK women feel most confident aged 45+, so what better way to showcase that confidence by featuring mature models aged 50+ looking just as fantastic – and sexy – in lingerie as their younger counterparts?
“Age is just a number and I think our campaign proves that you can good in lingerie at any age.”