Amanda Holden looks incredible as she strips down to yellow bikini for new shoot with Davina McCall | The Sun

AMANDA Holden looked stunning in a yellow bikini as she posed alongside friend Davina McCall for a fashion shoot.

Davina, 54, and Amanda, 51, showed off their incredible figures in a swimwear campaign for online retailer JD Williams.

The famous duo have been brand ambassadors for the company since last year and have wowed in a series of campaigns.

In the latest shoot they are lying on some sun lounges in between two other models.

Davina is wearing a dark blue one piece and is seen handing Amanda something as lounges back.

In another photo for the shoot, the women are wearing chic summer outfits with bold prints.

The TV pals have been trailblazers when it comes to representing stylish and confident older women, as they head up the fashion campaign.

It has been a growing trend in the world of fashion to hire older models and with good reason.

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Fifty-to-60-year-olds spend nearly four times as much on fashion as those in their twenties, according to market research company Euromonitor.

So retailers would be unwise to ignore them.

And people over 55 are more likely to have the most savings, too — with an average of around £20,000 stashed away, according to

“People in their 50s have more disposable income and  want to buy quality clothes which are more expensive than, say, Boohoo or In The Style,” says brand and style expert Nick Ede.

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It means that the margins for profit are much greater.

“Women in their 50s want to look and feel good and fashion is a great way to do that.”

Research from JD Williams’ 2022 Womankind report shows almost half of women aged over 45 believe they are in their prime.

Amanda has been a great example of not hiding her body as she gets older.

She was snapped leaving Heart Radio in London yesterday in a pretty pink summer dress.

Britain's Got Talent judge Amanda went braless for the occasion and showed off her long legs with the short ruffled skirt.

Completing the look she covered up in dark sunglasses and had a small pink Fendi bag over her shoulder.

Mum-of-two Amanda is famed for her sense of style and often likes to wear daring numbers.

In the past she has showcased outfits so risqué they have drawn a flood of viewers’ complaints on Britain’s Got Talent – but she’s vowed not to tone it down now she’s past 50.

She previously told The Sun: “When I hit 50 I invested in a pair of thigh-high boots and I thought, ‘THIS is how I’m going to live the second half of my life’.

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“On my birthday I also did a photoshoot where I was half naked on top of a birthday cake.

“I was never going to suddenly get out the twinset and pearls, unless I wore the twinset and pearls with a miniskirt and those thigh boots.”

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