Images featuring Nicola Griffin are the latest in a series of campaigns from JD Williams to celebrate ‘Midster’ (45+) women.

An online retailer has revealed its latest campaign for Valentine’s Day featuring 59-year-old model Nicola Griffin.

Size 6 model Nicola showcases online retailer JD Williams SS19 collection of lingerie ahead of Valentine’s Day, the series of images are completely untouched by airbrushing.

Available in sizes 36C to 48DD, Nicola models the collection of bras and matching knickers in pale dusky pink, greys and black, complete with design functions such as wider straps and multiway stretch fabrics to support and flatter the 45 plus figure.

The lingerie campaign comes hot on the heels of the television appearance of French journalist Yann Moix, who caused much debate by claiming that women aged 50 plus are “too old to love”. In an interview with French Marie Claire, the journalist, aged 50, went on to claim that women in their fifties are ‘invisible to him’.

However, JD Williams is happy to reveal that it’s not a view shared by men in the UK, as results from research by the online fashion brand, to mark the lingerie campaign, revealed that 77% of UK men find ‘older’ women sexy. Furthermore, 75% disagree with the statement that women over 50 are unattractive.


Survey research reveals 77.2 per cent of men find older women ‘sexy.’

Grey haired model Nicola was first scouted by a model agency aged 53 and came to prominence after starring in Sports Illustrated swimsuit edition – the oldest woman in the magazine’s history to be featured. The mum of two has continued to push boundaries ever since and is no stranger to baring the flesh – her confidence apparent for all to see.

Nicola, now aged 59, said of the images: ‘It’s been a brilliant start to the year – modelling lingerie as I leave my 50s behind. I loved the lingerie shoot and I definitely feel more confident now than I did in my younger years, I’ve accepted myself just the way I am and have grown to love my imperfections.

“I’m proud to be given these opportunities to represent my age group and hope I can encourage other Midster women to embrace and celebrate this chapter in their lives.  My 60th birthday might be fast approaching but I definitely feel like I’m just getting started!”

JD Williams spokesperson Suzi Burns says: ‘As the leading retailer for Midster women, we are making every effort to feature real – and age appropriate – women in all our campaigns. Nicola looks gorgeous in the images and her confidence shines through, so there was no need to airbrush anything.”

JD Williams surveyed 1,000 women aged 45 and up and found that almost 90 per cent admit they would rather buy lingerie themselves over having their partner choose with 86 per cent saying they wear lingerie for themselves rather than for their partner. When it comes to choosing lingerie 78.9 per cent opt for comfort over style and 82.5 per cent say wearing well-fitting lingerie boosts their confidence.