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Age should never be a barrier to looking terrific ; Breakfast TV favourite Lorraine Kelly has become a brand ambassador for online retailer JD... [Newcastle Evening Chronicle (England)]
[August 09, 2014]

Age should never be a barrier to looking terrific ; Breakfast TV favourite Lorraine Kelly has become a brand ambassador for online retailer JD... [Newcastle Evening Chronicle (England)]

(Newcastle Evening Chronicle (England) Via Acquire Media NewsEdge) Age should never be a barrier to looking terrific ; Breakfast TV favourite Lorraine Kelly has become a brand ambassador for online retailer JD Williams and tells EMMA JOHNSON about her plans to launch her own fashion range& STYLE BEAUTY What's the story behind your new collaboration with JD Williams? DESIGNING a fashion collection has always been a dream of mine, so when JD Williams approached me to collaborate with them I was really excited.

Once I met the team, and they told me about all the clever work that goes into all their designs around fit and comfort, and the way they want to create fantastic, fashionable clothes for the over- 50s, I was totally on board.

For me age should never be a barrier to great style.

What are the problems you encounter when shopping for yourself? I'M ONE of those women who see shopping as something that should be quick, easy and fun. My daughter, Rosie, is my favourite shopping partner. She has fantastic style and she is very honest. I always end up buying fabulous shoes when I go out with her.

bodycon 50 I have become far more interested in fashion over the past decade and feel more confident about developing my own style.

So often I've picked up a dress I love and thought if only it had a bit of a sleeve or a skirt that had a more generous waistband so it will feel more comfortable.

That's one of the reasons I'm so excited to be launching my own collection for JD Williams next season, gathering all the information I have received from viewers of my show and from friends and family.

Is there pressure to always wear something new on the show? NO, THAT would be impossible as I am on five days a week! I always recycle a lot of outfits and mix and match skirts and tops.

Every few months I have a bit of a clear out and give outfits to charity as there wouldn't be a wardrobe big enough to fit them all in.

All of my clothes are high street and easy for viewers to find and buy for themselves. It's not so much a pressure to wear something new on each show, but I do like to wear something that makes me feel fashionable and comfortable and that looks just as good standing up as sitting down.

Do you have a stylist who selects the outfits you wear on TV? I HAVE only recently had a stylist working with me and it made all the difference. Obviously Rosie gives me advice, as does my friend (fashion presenter) Mark Heyes, but Tess Wright helps me out now and she is so good at putting an outfit together. I'm very lucky to have her.

Does the 'public Lorraine' like to wear the same type of clothes as the 'private Lorraine'? I AM far more casual off-screen. I like to wear jeans, chinos, T-shirts and comfy shoes as I walk everywhere.

When I am back home in Dundee I am usually just walking the dog, pottering in the garden or going to the football (I support Dundee United) so it's very much dressing for comfort and warmth in the winter. I have a few dresses at home and my 'posh frock' if we have a charity event or I go out for dinner with my husband, Steve.

What are your favourite pieces from JD Williams' autumn/winter collection - and why? THERE'S a brown spot wrap dress I instantly fell in love with (pictured).

It flatters in all the right places and I think it looks very classy and expensive.

The stone trench coat is another favourite.

It's a great wardrobe staple and makes me feel very chic and elegant whenever I put it on.

What's the best piece of fashion advice you've ever been given? MARK once told me, if you find a pair of jeans or black trousers that fit you perfectly, then buy two. He's so right! What's your own fail-safe fashion mantra? FOR me it has to be comfort. If you want to feel fabulous, you have to feel comfortable in the clothes you wear.

Any other fashion tips for women over 50? AGE should never be a barrier to looking truly terrific. I'm 54, and feel the best I've ever felt, and if my 70-something mum's anything to go by I can be fashionable when I am her age and beyond.

All clothes from JD Williams' autumn/ winter range, out now.

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