Jilly strikes pose in praise of older women

Now a department store is proving that youth is not a pre-requisite for the world of modelling, as it unveiled Jilly Johnson, now 58, as the face of its Christmas lingerie campaign.

The model, who was at the peak of her career in the 1980s alongside contemporaries such as Samantha Fox and Linda Lusardi, was the first model cast by the Janet Reger label – which now has a contract for a Reger by Janet Reger line at Debenhams as part of the Designers at Debenhams Range.

The chain has fought for diversity on the high street for the past couple of years, with campaigns that saw disabled models used in national window campaigns, a ban on airbrushing in photography and the use of older models in nationwide marketing activity.

Ms Johnson, who now has three grandchildren and seven step grandchildren, was approached by Aliza Reger, daughter of the label’s founder, Janet Reger, who died six years ago, to be the face of the campaign.

She said: “As we get older there are certain things that leave us lacking in confidence. No longer do we have taut, concave tummies. I’ve got a bit of a jelly-belly, but I don’t know of a woman at my age who doesn’t.”

However, Ms Johnson, who had not modelled for a decade before being contacted again by the Reger company, has admitted in the past to having had Botox treatments “for years”.

“I was excited but nervous when Aliza asked me to do the shoot for Debenhams. There is a distinct lack of imagery featuring older, more realistic models in the industry, and Aliza and I wanted to show that you don’t have to be in your 20s to look great in lingerie.”

Ms Reger said: “I have known Jilly since I was a little girl when I admired her as one of the models for the Janet Reger label.

“We go back decades, but I can honestly say she has barely changed and still looks as lovely as ever. It is fantastic to demonstrate to the Reger customer that you can look and feel fabulous in beautiful lingerie no matter what your age.”

Michelle Dowdall, spokeswoman for Debenhams, added: “We are committed to using a variety of models, which are a variety of shapes, sizes and ages in our photography. Our customers are buying into a lifestyle which they feel is representative of themselves, their own tastes and of similar ages.”

The Reger by Janet Reger 2011 Christmas collection is due to be released in stores this week.