In the run up to Valentine’s Day, we are bombarded with images of young, scantily-clad women to try and get us to spend our cash on sexy lingerie and underwear.

But one retailer is breaking with convention by using women over the age of 50 to promote their offerings.

JD Williams’ Over 50 Shades of Grey campaign is in direct response to research showing that three out of five UK women over the age of 50 feel underrepresented in the media.

JD Williams spokesperson, Carie Barkhuizen, said: "We can expect to be bombarded with images of young women looking luscious in lingerie at this time of year, but what about the more mature woman?

"Interestingly, our research also discovered that 52% of UK women feel most confident aged 45, so what better way to showcase that confidence by featuring mature models aged 50 looking just as fantastic - and sexy - in lingerie as their younger counterparts?

"Age is just a number and I think our campaign proves that you can good in lingerie at any age!"

The retailer hopes to promote body confidence for all women regardless of age, shape and size.

The mature market stands as the UK’s fastest growing fashion sector and is emerging as Britain’s most powerful consumer group.

This season has seen an increase in mature women being used in fashion campaigns, including Joni Mitchell for Saint Laurent and novelist Joan Didion for Celine.

Do you feel underrepresented by fashion brands? Share your experiences in the Comments section below.