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Supermodel Marie Helvin has set out to prove you can model lingerie at any age as she fronts Bluebella’s stunning Valentine’s campaign.

The photoshoot also marked the first time that, Marie, 71, has modelled since undergoing a mastectomy in 2022 to treat her breast cancer.

Speaking about the operation, she said: ‘It’s taken a while to be strong enough emotionally and physically to do a full day’s shoot. 

‘My breasts were perfect, they really were. Losing that was not just physical, it was a mental and emotional removal. 

‘It’s only now that I feel ready again to do this campaign, the recovery process took quite some time and obviously my breast went through a huge trauma…

Supermodel Marie Helvin has set out to prove you can model lingerie at any age as she fronts Bluebella’s stunning Valentine’s campaign

The photoshoot also marked the first time that, Marie, 71, has modelled since undergoing a mastectomy in 2022 to treat her breast cancer

Marie pictured in a throwback snap at the Supermodel Of The World contest taken in the 80s

‘But it’s a beautiful breast and my surgeon did an incredible job…it’s given me such a confidence boost to get back to modelling again.’

Marie’s shoot is taking a stand about fashion’s lack of age diversity as she claimed that the industry is ‘fixated’ on women under the age of 30.

The American star said that women over 60 are ‘ignored’ by fashion brands, but she refuses to be discrimated against because of her age.

Marie said: ‘I’m not ready to retire yet, who says a woman can’t model lingerie in her 70s? I refuse to be defined and discriminated against because of my age.’

‘It makes me so angry that women are ignored and become invisible after the age of 60. Marketing execs and brands are fixated on women in the 20s and 30s and steadfastly ignore women past that age, this has got to stop.’

And Marie certainly made her point clear, as she posed for a series of incredible snaps in her lingerie for their annual campaign.

The 12-time Vogue cover girl showcased her phenomenal figure in a sexy pink set with cut-out hearts covering her nipples, teamed with a red blazer.

She later slippedd into a black mesh one-piece, which was styled with a pair of black stilettos and latex gloves. 

Marie is taking a stand about fashion’s lack of age diversity as she claimed that the industry is ‘fixated’ on women under the age of 30

Marie also wore a further selection of pink, red and black lingerie sets from the brand’s upcoming Valentine’s campaign

The American star said that women over 60 are ‘ignored’ by fashion brands, but she refuses to be discrimated against because of her age

Other looks included a barely-there black bodysuit, which she modelled with a black blazer and a pair of stylish shades.

Marie also wore a further selection of pink, red and black lingerie sets from the brand’s upcoming Valentine’s campaign. 

Marie hopes that by fronting the Bluebella Valentine’s campaign she will give other women a new lease of life.

She said: ‘I think a lot of women my age are stuck in a rut because society makes you feel that way. You should take back who you are. Take back your individuality, take back your power as a woman and explore all that entails.

‘That includes treating yourself to beautiful things like lingerie, it means treating yourself to good sex, to good food, to a good life, to kindness, to all those wonderful things. 

‘I hope by doing a campaign like this, it will make women feel a bit freer and make them think, if she can do it, I can do it.’

‘And I’ve loved it. It’s been wonderful to wear beautiful lingerie that feels good, that makes me feel good and I know that looks good to others. It’s exciting. 

Marie said: ‘I’m not ready to retire yet, who says a woman can’t model lingerie in her 70s? I refuse to be defined and discriminated against because of my age’

And Marie certainly made her point clear, as she posed for a series of incredible snaps in her lingerie for their annual campaign

Marie hopes that by fronting the Bluebella Valentine’s campaign she will give other women a new lease of life

Marie has been a fashion icon throughout the decades and a Vogue cover star in the 70s (pictured in 1989)

She was a supermodel and became a pioneer detox guru in the 90s as well as marrying iconic photographer David Bailey (pictured with Marie in 1987)

Marie and David divorced in 1985 after she found out about his affair with model Catherine Dyer, who is now his wife (Marie pictured in 1987)

Back in their modelling heyday, Jerry Hall and Marie were so close they were known as the ‘terrible twins’ (pictured together in 1985)

Marie adored shooting for the brand, promoting age positivity, body positivity and self-love (pictured in 1981)

Marie is an inspiration to many women and has spoken openly about her experience with cancer (pictured in 1999)

‘I’m so excited about this campaign and I just know that women my age and older are going to love it.’

Marie has been a fashion icon throughout the decades. She was a Vogue cover star in the 70s, a supermodel in the 80s, married to iconic photographer David Bailey and a pioneer detox guru in the 90s. 

Marie adored shooting for the brand, promoting age positivity, body positivity and self-love. ‘My lingerie collection started when I started modelling here in London in the 70s and I saw for the first time, a negligee and I was taken to another planet.’

‘I had never seen anything so beautiful. They were like dresses. I thought, you could wear these out, and since then I’ve collected lingerie.’

Marie is an inspiration to many women and has spoken openly about her experience with cancer.

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