'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.'

Continue reading here…

Newport International Group Runway Blog

Fashionistas are gearing up to don spring’s hottest trends. This season is defined by soft pastels, lace embellishments, pleasing pleats and interesting jackets. The runways have played host to a unique array of prints and solids affording trend-seekers the ultimate in design for spring.

Pretty Pastels

Fabrics colored in soft pastel shades are ideal for separates from the cropped pant and shorts to office attire and daring dresses for nights out. The key to incorporating pastels into one’s wardrobe is to select flattering colors and introduce them modestly. Someone accustomed to darker shades is likely to be uncomfortable with a pale purple ensemble. Using pieces such as scarves, handbags and tees to introduce this season’s in-demand hues is perfectly acceptable.

Pleated to Perfection

The runways were littered with interesting pleats in the form of traditional pleats as well as those innovatively designed with a partial-pleat. Bunched skirts boasting only a pleated front are visually stunning and look great in staple shades as well as in the season’s popular pastels. The added benefit to pleats is they make a statement allowing wearers to forgo eye-catching accessories.

Racy Lace

Lace was prominent in spring fashion trend previews. Delicate lace is a bold look in flirty dresses and leggings and is a celebrated embellishment for spring. Ensembles featuring the feminine fabric may be flowing or fitting and always garner attention. Lace shirts under smart jackets serve to add a small sampling of this trend to a casual or polished look.

Jackets Making a Statement

One of the most interesting runway trends for spring is the captivating cuts of jackets. In an array of prints and solids, jackets are being seen in boxy and cropped designs as well as in boyfriend-inspired looks. These jackets add flair to both dressed-up and dressed-down ensembles. The interesting cuts are not limited to the length as the runways saw a fair share of collarless coats in the season’s hottest colors.

Not all trends fit every style sense, but trendsetters delight in embracing the season’s latest, most innovative looks. When sampling fashion’s latest offerings, savvy shoppers employ flattering looks inspiring captivating confidence.