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Carol Vorderman replaces Linda Bellingham as face of Isme.com

The mathematical genius, who was the glamourous assistant in Channel Four’s Countdown, can now add another string to her many talents, as Carol Vorderman has been signed up to front the online store designed for more maturer women – Isme.com.

Carol Vorderman in Red Dress

Carol replaces the very popular Linda Bellingham, who has been the face of the retailer for the past few years. Carol, 52, presents the ITV lunchtime chat programme Loose Women, and has seen her popularity rise as she has become more confident and self assured with age.

Her glamourous yet ‘girl-next-door’ style, has been a hit with viewers and she is often snapped by the media outside the ITV Loose Women studios.

The mum of two posed today in a £20 red dress, that perfectly accentuated all her curves, and is available from the retailer within their sales section.

Carol Vorderman

She also debuted her brand new brunette tresses, and teamed the eye catching dress with trendy nude platform court shoes and smokey eyed make up. The stretch peplum dress that Carol wore, is currently down from £25 to £20, and is billed by the brand as the perfect office to evening outfit and comes in sizes 8-24.

To launch her new campaign for Isme.com, Carol was photographed with a group of 50something models, who were all wearing clothes from the fashionable online store. Carol has been more recently associated with her glamourous fashion sense, and although she has been criticised in the past for some more of her risque outfits, she remains a popular choice with women, and men of a certain age.

Carol Vorderman appearing in isme.com’s Spring 2013 advertising campaign

You wil start to see Carol Vorderman appearing in isme.com’s Spring 2013 advertising campaign, which is due to launch across TV, print and online on Friday 1st March. Carol was chosen to present the brands new range of clothing, after a a poll of the brand’s customers found her to be the woman most admired for her confidence, glamour and sense of style.

Carol Vorderman said: ‘I was so excited when isme.com approached me. 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.’

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.’

Carol Vorderman

Carol Vorderman seems to be the perfect face and body to launch the stores new collections, as the brand not only champions glamourous fashion, but affordable prices too. Carol Vorderman admitted, in an interview with Woman & Home Magazine, that her casual wardrobe is probably worth less than £250. She said: ‘I like tight clothes. Baggy things annoy me. I can’t be doing with hanging things. Scarves annoy me too. My Bristol wardrobe is very simple. Two pairs of jeans; a pair of jeggings; polo-neck jumpers in the winter and Superdry T-shirts, which I love because they wash well.’

She added: ‘Plus cowboy boots and a pair of trainers and black leggings that you might wear in the gym – if you ever went. My whole Bristol wardrobe probably cost me £250.’

Visit Isme.com for more information.

Picture Courtesy: Zed Jameson FameFlynet.uk.com

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