JD Williams, the UK-based plus-size fashion retailer, has signed up the gorgeous 54-year-old Scottish television presenter Lorraine Kelly as its new brand ambassador.
The actress will release personalised seasonal online edits that will be periodically updated throughout the season with the popular direct home shopping company, which is due to relaunch in July, 2014.
Targeting towards a fashion market that specifically caters for women over 50 years in the UK, the collections will include capsule wardrobe pieces, fit to be worn from day through evening, as well as to work and weekends.
Other than modelling for the brand, Kelly will also design a spring collection titled Lorraine for JD Williams, scheduled to be available for sale from sometime in January, 2015 onwards. To be created in sizes 10 to 32, the line would include pieces like bejewelled jersey tops and embellished party dresses.
Talking about her upcoming design venture, the actress says, “Designing a fashion collection has always been a dream of mine and I am delighted to be working with JD Williams. It’s more than just creating clothes though, I want to help women realise that they don’t have to give up on fashion once they hit 50.”
“As we get older our bodies naturally change, and I receive so many questions from women who want to feel stylish, but who get frustrated by the lack of choice, size and fit on what’s out there, and I’m now really excited to be able to offer them a stylish solution,” she says on the company’s website.
Founded in 1875, JD Williams offers more than 20 successful catalogue brands.