The nationwide midster model search was launched by JD Williams , after 79% of British women over 45 claimed they aren’t represented and feel ignored by the fashion industry.
Well we can see why this would be the case, with the majority of fashion brands using young models in their advertising campaigns, and offering up clothing collections not tailored for the more mature female.
Hoping to shake up the youth-obsessed fashion industry, the online retailer has now crowned not one, but two winners of their three-month-long model search – Sue Hammond, 58, from Buckinghamshire and Jenny Stout, 53, from London.
The search, which was in association with Models 1 , was open to women aged 45 and above, of all sizes and shapes, and saw more than 600 women apply.
A final shortlist of 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 1; supermodel Jan De Villeneuve and Creative Director at JD Williams, Beth Lowry.
But what does this mean now for the lucky winners?
Well, 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.
On the actual day of the final casting I was surrounded by these incredible women who all had amazing stories to tell about their personal growth and who were determined to shine as a Midster, no matter where their journeys have taken them. To win amongst such a crowd was very humbling.”
We can’t wait to see Sue and Jenny modelling in their next campaign… and let’s hope other brands take JD Williams’ lead and celebrate women over 45 too.
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