Home / Fashion / JD Williams names Marie Helvin as face of new lingerie range

JD Williams names Marie Helvin as face of new lingerie range

Retailer JD Williams has announced sixty two year old supermodel Marie Helvin as the face of its new lingerie range by Aliza Reger.

New JD Williams Lingerie
Always Aliza floral bra £25 Briefs £14

Always Aliza is the first lingerie collection specifically designed to fit and flatter the over 50s figure combining sexy styles and a pretty palette perfectly suited to the mature silhouette.

The iconic 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.”


At 62 Marie shows she is as confident to strip off as she was in her twenties and is proud to show off her enviable figure in the new lingerie collection from JD Williams, the leading fashion retailer for the over fifties.

Angela Spindler, N Brown CEO says; “We’re delighted to be launching a new collection by iconic British lingerie designer Aliza Reger.

50-plus fashion comprises the key part of our business and we see our lingerie offer as having strong potential for growth, providing our customers with inspiration and advice to ensure they feel great and look fabulous.”

The launch follows customer feedback which shows 50+ women feel the high street does not offer fashion forward functional lingerie to suit their physique.

Aliza Reger says; “My Always Aliza collection is specifically designed to fit and flatter every woman’s figure and make her feel confident and fabulous.

I took inspiration from heritage pieces and worked closely with the JD Williams team to ensure Always Aliza is both functional and supportive whilst still being stylish.”

JD Williams, the leading fashion retailer for the 50+ market, ran a State of the Nation study into body confidence levels in older women*, out of the things that scare a 50+ women about growing older, only 7% said that losing their sex appeal is a concern.

Lingerie was also named as the least popular clothing item in the report with less than 1% of women surveyed naming this as a favourite piece in their wardrobe.

The new Always Aliza collection launches 1st July in bra sizes B- F and briefs in 12-32 at JD Williams.co.uk, prices start from £14.

New JD Williams Lingerie
Always Aliza Bra £25 Briefs £14
New JD Williams Lingerie
Always Aliza embroided bra £25 briefs £16
New JD Williams Lingerie
Always Aliza bra £25 Briefs £16

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