Retailer unveils OVER 50 Shades of Grey campaign

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.

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“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.”



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