'Designing a fashion collection has always been a dream of mine': TV's Lorraine Kelly set to launch her own clothing line for fabulous over fifties
Daytime TV treasure, Lorraine Kelly, has taken to the fashion circuit to in a bid change older women's approach to style.
The ITV presenter has today been announced as the brand ambassador of fashion retailer JD Williams, beginning her role as the brand relaunches in July for the autumn season.
Lorraine will also dabble in the world of design for spring of next year when she launches her own fashion collection for the brand that will be available from January 2015.
The partnership will also see Lorraine feature in a brand new TV advertising campaign in a bid to cater for women in their 50s who feel as though other clothing retailers have let them down.
For the daytime TV star - who is famous for her figure flattering outfit choices - this seems like the perfect partnership so it's a wonder she didn't do it sooner. However, Lorraine reveals that it has always been on her to do list.
'Designing a fashion collection has always been a dream of mine and I am delighted to be working with JD Williams' said the presenter.
The over 50 female fashion market in the UK is currently worth £2.5 billion per season, and is the fastest growing fashion sector, so it is surprising that it is so under-catered for.
However, Lorraine is hoping that her work with JD Williams might help to change that.
'It's more than just creating clothes though, I want to help women realize that they don't have to give up on fashion once they hit 50; these days, age should not be a barrier to looking terrific' she added.
Lorraine, who is 54, said she had met many women her age who have struggled to find clothes that both flatter a slightly older figure while remaining stylish.
'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.'