DOES MY BUM LOOK 40?
The campaign is built around relatable straplines such as ‘I’m bringing sexy back. Because it keeps escaping’ and ‘does my bum look 40 in this?
With the latter being the title of a blog by Kat Farmer, one of the many relatable models to appear in the campaign.
Farmer describes her blog as a ‘journey into her 40's hunting to find a style that doesn't scream mutton or frump’, a call this new campaign seeks to answer.