Friday 30 September 2016

The Helen Mirren effect: Bikini sales soar with women over 50

Published 13/07/2015 | 12:42

Lorraine Kelly with her guests during the live dancing segment for the 'Bikini Promise' campaign
Pic: ITV
Lorraine Kelly with her guests during the live dancing segment for the 'Bikini Promise' campaign Pic: ITV
Helen Mirren
Helen Mirren attends the "China: Through The Looking Glass" Costume Institute Benefit Gala at the Metropolitan Museum of Art on May 4, 2015 in New York City. (Photo by Larry Busacca/Getty Images)

We're officially in a body confidence movement.

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With hashtags to represent every type of body out there, it looks like ageism is next on the list with famous faces like Helen Mirren leading the charge.

The 69-year-old actress is as famous for her offscreen elegance as she is her onscreen portrayals and after photos of her hitting the beach in a pink bikini circulated in 2008 when she was 63 years old, she's being credited with bringing back the two piece for over 50s.

Read more: Helen Mirren really does look that good at 69 - L'Oreal cleared over airbrushing claims

Helen Mirren
Helen Mirren

The 'gran bod' movement features in a new survey by You Gov which says that women over 50 feel better than ever in their own skin, with more women than ever buying a bikini for the first time in years.

Last week, ITV host Lorraine Kelly braved a bikini in central London (in front of the cameras) where she was joined by at least a dozen other women for the segment which was part of her 'Bikini Promise' campaign.

The 55-year-old TV presenter headed outside ITV studios and danced in a bikini as part of her campaign which aims to inspire other women to embrace their figure in the two-piece beachwear.

Lorraine Kelly (to the left, in a floral bikini) with her guests during the live dancing segment for the 'Bikini Promise' campaign
Pic: ITV
Lorraine Kelly (to the left, in a floral bikini) with her guests during the live dancing segment for the 'Bikini Promise' campaign Pic: ITV

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