Two fifty-something British girls are set to take
The ladies’s clothes label
Their search was launched after a research discovered that girls aged 45 and over don’t really feel they’re represented in promoting, TV and on trend runways.
JD Williams stated it hopes the arrival of Sue, from Buckinghamshire and Jenny, from London, will assist to ‘shake up a youth-obsessed trade’.
The 2 dazzling ‘midsters’ will stroll for the model at London Vogue Week in September.
Meet the midsters! Jenny Stout, 53, from London (left) and Sue Hammond, 58 from Buckinghamshire (proper) have been chosen by JD Williams to entrance their new marketing campaign. They are going to stroll in a runway present at this 12 months’s London Vogue Week
Sue Hammond and Jenny Stout (fourth and fifth left respectively) had been among the many 11 finalists picked by JD Williams out of 600 girls who entered their ‘midster’ modelling competitors
Their marketing campaign is a part of its dedication to make use of age acceptable fashions in its adverts following analysis that revealed greater than three quarters (79 per cent) of British girls felt ‘ignored’ by the style and promoting trade.
The three-month lengthy search in affiliation with Fashions 1 was open to girls aged 45 and above, of all styles and sizes, and noticed greater than 600 girls apply.
A last shortlist of 11 girls, whose ages spanned from 45 to 61, had been invited to a casting day in London the place they got here face-to-face with the judges.
The panel included Britain’s Subsequent Prime Mannequin choose and superstar photographer, Nicky Johnston; Uwe Herzstein from Fashions One; supermodel Jan De Villeneuve and Artistic Director at JD Williams, Beth Lowry.
Alison McMahon, 57 (left) and Beverley Andrew, 49 (proper) strike a pose in JD Williams’ ‘midster’ marketing campaign. The nationwide mannequin search was launched after a research discovered that girls aged 45 and over felt they did not really feel represented in promoting, TV and on trend runways
Melanie Torino, 49 was one of many 11 finalists in JD Williams’ ‘midster’ marketing campaign. The model stated they hoped the 2 winners would assist to ‘shake of a youth-obsessed trade’
Sue and Jenny will now seem in JD Williams’ Spring/Summer time 2019 promoting and PR campaigns, plus obtain an introduction to Fashions 1, Europe’s largest mannequin company.
Winner Sue stated: ‘I entered the competitors to push myself out of my consolation zone. I am 58 and have lately had breast discount surgical procedure having needed it for years.
‘I used to be feeling so good about how my physique had modified, the completely different garments I might now put on and having the arrogance to put on colors as a substitute of normal black, that once I noticed the competitors, it simply felt like the precise time to use that confidence.
‘So, with an excessive amount of encouragement from my teenage daughter I went for it.’
Lucy Blenkinsopp, 57 (left) and Nikki Redcliffe, 61 (proper) made the ultimate 11 out of 600 entrants in JD William’s ‘midster’ modelling competitors. Their marketing campaign is a part of its dedication to make use of age acceptable fashions in its adverts
Sandrine Abrahams, 48 (left) and Mollie Chippeck, 45 (proper) additionally took half in JD William’s ‘midster’ modelling competitors. The search was launched after analysis revealed greater than three quarters of British girls felt ‘ignored’ by the style and promoting trade
Fellow winner Jenny, an ex-Olympic athlete, stated: ‘Ladies in center age nonetheless have one thing to present that’s worthwhile and may nonetheless be engaging, assured and trendy.
‘On the precise day of the ultimate casting I used to be surrounded by these unbelievable girls who all had superb tales to inform about their private progress and who had been decided to shine as a Midster, regardless of the place their journeys have taken them. To win amongst such a crowd was very humbling.’
Artistic Director at JD Williams Beth Lowry added: ‘As a model which caters for older girl, we consider it is essential to make use of age acceptable fashions in our promoting and advertising and marketing campaigns, which is one thing we wholeheartedly encourage others to do.
Suzy Conway, 61 (left) and Jan Newman, 57 (proper) made the ultimate 11 in JD William’s ‘midster’ modelling competitors. The three-month lengthy search in affiliation with Fashions 1 was open to girls aged 45 and above, of all styles and sizes, and noticed greater than 600 girls apply
‘Nonetheless we have discovered it troublesome casting 45+ fashions in our campaigns, because the pool of fashions is notoriously small – which is among the the reason why we launched this mannequin search.’
Sue and Jenny’s first look as the brand new ‘faces’ of JD Williams will see them strolling the catwalk at JDW Midster Stay AW18 – a trend present which is able to put Midsters on the agenda at this 12 months’s London Vogue Week.
They are going to each stroll the catwalk alongside a solid of fashions and celebrities all aged 45 and above. JDW Midster Stay AW18 will happen on 13 September.