Middle-aged models are being used for a new Debenhams campaign aimed at the "forgotten" older shopper.
The department store chain believes it is the first retailer to use models in their 40s, 50s and 60s for a campaign like The Style List, which the high street group said is targeting "forgotten women".
The campaign is being run with fashion commentator Caryn Franklin, herself 51, who said she was keen to work with a retailer which acknowledged the lack of fashion imagery aimed at older women and was ready to change things.
She said the campaign was "a business savvy move" for Debenhams, adding: "It's been really fulfilling to create shots that celebrate the wonder of getting older.
"It's important to challenge what we see in our media with a broader reflection of beauty.
"Enjoy the magic of these women, their confidence, their attitudes and their allure. These wonderful faces express the joy of getting older - not something we see enough of."
The launch campaign features three looks - power dressing, casual and party dresses - and uses models Valerie Pain, 66, Caroline Josling, 52, and Maxine Smith, 41.
A nationwide search will be launched for a fourth face to join The Style List model line-up later this autumn.
Michael Sharp, Debenhams deputy chief executive, said: "The days are long gone when hitting 50 meant you were relegated to dowdy cardigans and baggy knits.
"This group of women aren't communicated to by the fashion press and retailers with models of their own age. We wanted to be the first to put this right."