Move lingerie shop online over Anastasia Steele! JD Williams launches OVER 50 Shades of Grey lingerie campaign starring mature beauties for Valentine's Day

From sexy lingerie to nail varnish, it womens black lingerie seems any products can be linked to the upcoming Fifty Shades of Grey film.

But now JD Williams womens lace lingerie has turned the erotic novel on its head by launching its 'Over 50 Shades of Grey' lingerie campaign.

Aimed at the more mature woman, womens lingerie stores the range is far from the leather and lace usually associated with the EL James books, and is all modeled by women over the age of 50.

JD Williams have turned the erotic novel on its head by launching their 'Over 50 Shades of Grey' lingerie campaign

The women hold signs proclaiming 'Age is just a number', and 'We're over 50 shades of grey', while proudly showing off their figures in simple but elegant shapewear from the retailer.