Bra-vo for M&S models
Mia range proves to be huge hit
MARKS & Spencer is expanding the line-up of older models showcasing its clothes after a big hit with a lingerie range fronted by a 55-year-old.
Mia Mauge is the face of its “skin tone” bras and knickers in colours catering for the nation’s diverse population, which has been very popular with shoppers.
She is signed to the Grey Model Agency, which represents models aged over 40 – and now the retailer plans to hire more like her.
Agency boss Rebecca Valentine said: “Given the market reach of M&S is largely to a 50-plus demographic, it is startling that they are only now using models of that age on packaging and point-of-sale visuals.
“Major brands worldwide have been forced to rethink their advertising campaigns and how models within those campaigns correctly represent their target market. It seems so obvious to us now – and of course M&S are seeing the positive results from lingerie sales.”
She said that when she launched the agency in 2015 the use of older models in fashion campaigns was very rare “unless they needed a ‘granny’”. Ms Valentine added: “We have come a long way in six years – but there is still a long way to go.”
M&S lingerie director Laura Charles said: “We want to reflect the diversity of the millions of women we serve every week at M&S.
“I’ve been blown away by the feedback from customers and colleagues on our beautiful neutrals range and all the amazing women who modelled that really brought it to life.”