In a welcome move for fashion, retailer Oxendales has announced sixty-two-year-old supermodel Marie Helvin as the face of its new lingerie range by Aliza Reger.

Always Aliza is the first lingerie collection specifically designed to fit and flatter the over 40s figure "combining sexy styles and a pretty palette perfectly suited to the mature silhouette".

The iconic 1970s model and former wife of David Bailey has modelled the new 13-piece lingerie collection of bras, basques and briefs featuring lace panelling and floral prints.

Marie Helvin said; “I am thrilled to be modelling the debut collection of Always Aliza. Janet Reger was such an iconic brand throughout my modelling career and it feels great to now be modelling her daughter’s range for Oxendales almost forty years on.”

At 62 Marie shows she is as confident to strip off as she was in her twenties... and she's absolutely rocking it.

The launch follows customer feedback which shows mature women feel the high street does not offer fashion forward functional lingerie to suit their physique.

Aliza Reger says; “My Always Aliza collection is specifically designed to fit and flatter every woman’s figure and make her feel confident and fabulous.

I took inspiration from heritage pieces and worked closely with the Oxendales team to ensure Always Aliza is both functional and supportive whilst still being stylish.”

The new Always Aliza collection launches 6^th July in bra sizes B- F and briefs in 12-32 at www.oxenendales.ie, prices start from €24.95.