It seems that every company is trying to jump on the 50 Shades Of Grey bandwagon but in this case, we definitely approve...
US online retailer JD Williams has decided to use the popularity of the risqué movie to highlight the underrepresentation of older women in the media, using older models to showcase their lingerie as part of a
Over 50 Shades Of Grey campaign.
The company said the idea was inspired by recent findings from
YouGov, which discovered that three out of five women aged 50 and over feel that they are ignored in media and advertising.
Model Alex B told
HuffPost UK Lifestyle that she's "delighted" to have taken part in the shoot.
"I'm so proud to be part of this campaign. I've been very vocal about lingerie for older women being modelled by older women, and being part of this revolution has meant a lot for me."
