Retailer JD Williams has announced 62 year old supermodel Marie Helvin as the face of its new lingerie range by Aliza Reger. Always Aliza is the first lingerie collection specifically designed to fit and flatter the over 50s figure combining styles and a palette suited to the mature silhouette. The 1970s model and former wife of David Bailey has modelled the new 13 piece lingerie collection of bras, basques and briefs featuring lace panelling and floral prints. Marie Helvin says; “I am thrilled to be modelling the debut collection of Always Aliza. Janet Reger was such an iconic brand throughout my modelling career and it feels great to now be modelling her daughter’s range for JD Williams almost forty years on.” The launch follows customer feedback which shows 50+ women feel the high street does not offer fashion forward functional lingerie to suit their physique. The new Always Aliza collection launches on July 1 in bra sizes B- F and briefs in 12-32 online with prices starting from £14.

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