February 20, 2013 02:00 ET

Carol Vorderman Unveiled as the New Face of

LONDON, UNITED KINGDOM--(Marketwire - Feb. 20, 2013) - Leading digital retailer, Shop Direct Group, is delighted to unveil Carol Vorderman as the new style ambassador for Carol is set to bring a touch of glamour to the online brand, which focuses on offering fashionable and affordable clothes to the discerning and growing 50+ female market.

In a poll of 1,000 customers, Carol was chosen as the woman most admired for her confidence, glamour and sense of style. To kick off her relationship with the brand, Carol will appear in's Spring 2013 advertising campaign, which is due to launch across TV, print and online on Friday 1st March.

Retail Director at, 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 to the next level." chose to announce the appointment of Carol to coincide with London Fashion Week at an event billed as a 'Fashion Week for the over 50s'. Carol used the event to dispense style advice and compere a short fashion show, talking through her key looks for the season, as modelled by gorgeous 50+ women. The key looks will include timeless pencil dresses, effortless floral tunics and fabulous evening wear.

Carol said: "I was so excited when 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."

See Carol in the TV advertising campaign and at from 1st March 2013.

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