FashionLorna Whitefashion

JD Williams' hunt for age appropriate models

FashionLorna Whitefashion
JD Williams' hunt for age appropriate models
JD-WILLIAMS.jpg

It’s hard to feel represented in the world of fashion when you’re a woman over 50, and after a survey revealed that 79 per cent of women aged 45 and over don’t feel represented in advertising, TV and on fashion runways, a national model search began.

Fashion brand JD Williams began their Midster model search three months ago where they were on the hunt for women aged 45 and above of all shapes and sizes. They enlisted the help of modelling agency Models 1 who helped whittle over 600 applicants down to 11.

The 11 women whose ages spanned from 45 to 61 were invited to a casting day in London where they came face-to-face with the judging panel which included Britain’s Next Top Model judge and celebrity photographer, Nicky Johnston; Uwe Herzstein from Models One; supermodel Jan De Villeneuve and Creative Director at JD Williams, Beth Lowry. 

Winners Sue and Jenny will now appear in the brand’s Spring/Summer 2019 advertising and PR campaigns, plus receive an introduction to Models 1, Europe’s largest model agency.

Winner Sue comments: “I entered the competition to push myself out of my comfort zone. I’m 58 and have recently had breast reduction surgery having wanted it for years.  I was feeling so good about how my body had changed, the different clothes I could now wear and having the confidence to wear colours instead of standard black, that when I saw the competition, it just felt like the right time to apply that confidence.  So, with a great deal of encouragement from my teenage daughter I went for it!”

 Fellow winner Jenny, an ex-Olympic athlete, said: “I heard about the model search from a friend on Instagram who thought I would be perfect for the brand. I did a little bit of research to see if I would fit the brand and ethos and immediately resonated with it; to feel comfortable in your own skin no matter your age or size. Women in middle age still have something to give that is valuable and can still be attractive, confident and fashionable.

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