Lorraine Kelly unveils debut fashion collection

TV presenter Lorraine Kelly has expanded her brand ambassador relationship with online and catalogue fashion retailer JD Williams to launch her own self-designed collection for 50-plus women.

The collection is an extension of her ‘Lorraine Loves’ edit and specifically targets female aged 50 years old and over and comes on the back of research by the brand that revealed that just 20 percent of mature women feel catered for on the high street.

Kelly’s line forms part of JD Williams Spring/Summer 2015 collection and features coats, dresses, and jeans, with retail prices ranging from 29 to 70 pounds.

Linda Quinn, buying director at JD Williams said: “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.”

Kelly first started working with JD Williams last September, starring in a new TV advert for the retailer as part of its strategy to highlight a new shift in price and products to its 50-plus consumers.