THEY’RE the women the fashion industry forgot. But now women of a certain age are the focus of a new campaign which aims to prove that middle-aged doesn’t have to mean elasticated waist-bands and woolly knits.

This week Debenhams broke yet another fashion industry taboo by becoming the first retailer to feature models in their 40s, 50s and 60s.

The campaign, the first by a UK retailer, follows Debenhams’ ground-breaking use of size 16 mannequins, disabled models and a ban on air-brushing earlier this year.

Until now, high fashion and high street advertising tends to be dominated by models under 25.

As a result, older women, ironically the ones with the fuller purses, are often neglected in terms of fashion.

Deputy chief executive Michael Sharp said: “The days are long gone when hitting 50 meant you were relegated to dowdy cardigans and baggy knits.

“This group of women aren’t communicated to by the fashion press and retailers with models of their own age.

“We wanted to be the first to put this right.”

The store has teamed up with ex-Clothes Show host Caryn Franklin to create a website called The Style List giving fashion tips to older women including advice and guidance on how women 40-plus can achieve any desired look, whether it be evening, day or weekend wear.

Caryn, herself 51, said: “I wanted to work with a retailer who would acknowledge the lack of good fashion imagery aimed at middle-aged and older women and was ready to change things.

“It’s been really fulfilling to create shots that celebrate the wonder of getting older.”

Hazel Wilson of Poole, who celebrated her 67th birthday yesterday, was singled out by TV presenter Myleene Klass during a trip to London last year to appear in the programme Ten Years Younger.

“She said she liked what I was wearing and asked me a few questions about fashion.

“I do think it’s important to look good because it makes you feel good inside too.

“I think you can still dress suggestively at 60 as long as it’s subtle.

“I wouldn’t be seen dead in a cardigan.”

Hazel, who used to work in the lingerie business, added: “I do think older women have been over-looked by the fashion industry but it’s getting better and I think this latest campaign by Debenhams is fantastic and it’s in their interests too.

“I think it’s wonderful they are finally ad-dressing the situation – if you’ll pardon the pun!”

Debenhams will shortly begin a nation-wide search for a fourth face to join The Style List model line-up.

The move comes as a next step for Debenhams, which has been trailblazing inclusivity involving national window campaigns featuring disabled model Shannon Murray, un-airbrushed swim models and plus-size and petite models.

A spokesman at the Bournemouth store said: “We hope the launch of The Style List will alert other retailers to the needs and wants of this seemingly overlooked market of fashion-savvy shoppers, and spur them to follow suit.”