Article by Fab after Fifty.
How often do we comment on retailers using young models to sell to clothes to our age group? Well at least one retailer has had the confidence to change that.
Retailer JD Williams has announced 63 year old Angie Best, model and former wife of George Best, as the face of its swimwear range by Melissa Odabash.
Shot on location in Portugal, the retailer and Angie insisted on minimal image retouching to inspire women to feel comfortable and confident when baring all in a bikini.
The iconic model has modelled the 10 piece collection of bikinis, one-pieces and cover ups from Sea by Melissa Odabash – the first swimwear range created specifically to fit and flatter the figure of the 50 plus woman.
As a leading fashion retailer for the over 50s, the collaboration with Angie continues JD Williams’ ethos of using age appropriate models in its campaigns.
Angie Best says: “I’m so thrilled to be modelling the Sea by Melissa Odabash range and, most importantly, that the images are a true reflection of my body, wrinkles and all!
“Women shouldn’t have to feel like they need to hide away on the beach once they hit 50 and this range proves that. I hope women see these pictures and feel inspired to jump into a bikini or one-piece this summer!”
Confident to wear a bikini in her 60s
At 63, Angie shows that she is as confident to strip off into a bikini as she was in her twenties and is proud to show off her figure.
Melissa Odabash comments, “My collection for JD Williams is specifically designed to fit and flatter the mature figure, so women over the age of 50 feel fabulous when wearing it.”
“I took inspiration from my travels and favourite beaches to create prints that emulate waves and the bright blue palette of the sea.”
Incorporating high waisted briefs, increased support and clever cuts, Sea by Melissa Odabash SS16 is available online at JD Williams
In its latest state of the nation report*, JD Williams revealed that only 4% of women would feel confident enough to post a selfie in a bikini on social media. Women were also said to feel most negative about body parts including their stomach (62%), arms (33%) and thighs (26%).