Carol Vorderman wants to encourage fifty-something women to dress for their shape and style rather than their age, after being named as the new face of isme.com.
The former Countdown star, 52, has been revealed as isme’s latest celebrity brand ambassador, an online fashion brand aimed at mature women.
The TV star made a glamorous arrival at the London photocall too, stepping out in a fitted bright red peplum dress – which is currently on sale on the site for just £20.
With her brunette locks hanging in loose waves over her shoulders, she teamed her look with heavily-kohled eyes and nude platform shoes with buckle ankle straps.
[Related: Carol Vorderman: My family values]
Speaking about her decision to team up with isme.com, Carol – who was recently named most admired person over 50 – said she wants her new role in inspire women.
"I'm so excited to do this. I am often criticized for breaking the rules but I want to encourage women everywhere to dress for their shape and sense of style rather than their age.
"I spent six years trying to shed my baby weight with detox, diets, walking and keeping active.”
Carol Vorderman has developed her own sense of style over the years and is often seen in figure hugging, flattering looks.
The TV presenter usually completes the look with a chic belted trench coat that cinches in her waist.
Carol is the second celebrity ambassador for the brand, following in the footsteps of fellow Loose Woman Lynda Bellingham.
Let us know what you think about dressing for your shape over on Twitter now.