Online and catalogue fashion retailer JD Williams has had its latest collection designed by brand ambassador Lorraine Kelly.
The TV presenter's first design collection and her ‘Lorraine Loves’ edit, both specifically targeted at females aged 50 years old and over, will form part of JD Williams’ spring collection, and will retail from £29 to £79.
Linda Quinn, buying director at JD Williams commented: “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.”
The retailer launched its first TV ad starring Kelly last September as it looked to highlight a shift in price and product line.