JD Williams launches 'Over 50 Shades of Grey' lingerie for mature women

The Valentines campaign promotes body confidence for all ages.

The long awaited release of the Fifty Shades of Grey film has sparked a new campaign from JD Williams titled 'Over 50 Shades of Grey.'

The retailer has released the campaign in response to a YouGov survey that suggests 3 out of 5 women over the age of 50 feel they are underrepresented in the media.

In the campaign, the brand features three mature models posing in underwear.

“We can expect to be bombarded with images of young women looking luscious in lingerie at this time of year, but what about the more mature woman?" commented Carie Barkhuizen, JD Williams spokesperson.

"Interestingly, our research also discovered that 52% of UK women feel most confident aged 45+, so what better way to showcase that confidence by featuring mature models aged 50+ looking just as fantastic – and sexy – in lingerie as their younger counterparts? Age is just a number and I think our campaign proves that you can good in lingerie at any age!”

This isn't the first campaign of its kind from the online retailer, back in October it released a 'Perfectly Imperfect' campaign featuring models of varying body types in response to the controversy surrounding Victoria's Secret's 'The Perfect Body' campaign.

This season has seen an increasing number of mature women featured in major fashion advertising campaigns including Joan Didion for Celine and Joni Mitchell for Saint Laurent.