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Lisa Snowdon fronts Freemans circa 50 fashion campaign for Kaleidoscope

Sophie Smith
05 October 2021

Freemans has announced that TV presenter and model, Lisa Snowdon will be the face of its AW21 Kaleidoscope Circa 50 Series collection. The announcement follows the brand's newly launched series of fashion shoots that sees the talent from women over 45 in front and behind the camera.

The campaign aims to celebrate women of this age and over in an authentic and honest way. Appearing in almost 20 looks, Snowdon models some of the AW21 collection.

Speaking about the collection, Lisa Snowdon said: "Celebrating our age is something close to my heart. When Kaleidoscope approached me and told me that the whole of creative team behind the camera were women and around the age of 50, I jumped at the chance. I am so happy with the finished look and the shoot was so much fun. There are many great pieces to choose from, my personal favourites being all the amazing prints and great knitwear.”

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Research by Kaleidoscope found that women over 45 often feel ignored by the fashion industry and want to see more representation on the catwalk, in the media and across fashion brands.

Richard Cristofoli, Chief Customer Officer at Freemans, said: "Through our Circa 50 Series of fashion shoots, we are proudly looking to celebrate age both in front of and behind the camera.

"We are delighted to be working with Lisa and could think of no one better to be the face of Kaleidoscope. Through an amazing creative team and Lisa we want to showcase that looking stylish shouldn’t and isn’t a barrier defined by age – the shoot does exactly that."

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