TV presenter Carol Vorderman is fronting a multi-million-pound campaign for etailer Isme after topping a customer poll of women they most admired.
Vorderman, famous for her 26 years as co-host of the Channel 4 show Countdown, will appear in Isme’s spring 13 advertising campaign as being identified as the woman “most admired for her confidence, glamour and sense of style”.
The £2.2m campaign for the Shop Direct business will launch on TV, print and online on March 1 and run for 11 weeks.
Retail director at isme.com, Jon Owen, said: “Of all the celebrities we researched, Carol is by far the most popular with our customers, who see her as an aspirational yet accessible fashion figure. Her confidence and go-getting attitude to life and fashion make her the perfect ambassador to help us take isme.com to the next level.”
The campaign soft-launched this morning to coincide with London Fashion Week at an event billed as a ‘Fashion Week for the over 50s’, where Vorderman talked through key looks for the season.
She said: “I am often criticised for breaking the rules on dressing over 50, but I want to encourage woman to dress for their shape and sense of style rather than their age. I want to help empower women to dress in a way that makes them feel happy and confident and inspire them to take a few more risks with their style.”