The Helen Mirren effect: Bikini sales soar with women over 50
We're officially in a body confidence movement.
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.
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.