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TV presenter Lorraine Kelly has expanded her brand ambassador
relationship with online and catalogue fashion retailer JD Williams to
launch her own self-designed collection for 50-plus women.
The collection is an extension of her ‘Lorraine Loves’ edit and
specifically targets female aged 50 years old and over and comes on the
back of research by the brand that revealed that just 20 percent of mature
women feel catered for on the high street.
Kelly’s line forms part of JD Williams Spring/Summer 2015 collection and
features coats, dresses, and jeans, with retail prices ranging from 29 to
70 pounds.
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Linda Quinn, buying director at JD Williams said: “This season Lorraine
and the design team incorporated a number of key trends in the collection,
including Citrus Flash for bold colour statements, Modern Graphic using
geometric and abstract patterns, and Brighter Days showcasing floral prints
and summery hues.
“Our frame of reference was inspired by the catwalk, but with
adaptations specific to the mature figure ensuring our lady is not
forfeiting style or comfort.”
Kelly first started working with JD Williams last September, starring in
a new TV advert for the retailer as part of its strategy to highlight a new
shift in price and products to its 50-plus consumers.