Amanda Holden looks incredible as she strips down to a yellow bikini for a new photo shoot with Davina McCall.

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

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

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Amanda Holden and Davina McCall looked stunning in a swimsuit fashion shoot.

The celebrity duo have been brand ambassadors for the company since last year and have made a splash with a series of ad campaigns.

In the last shot, they lie on sun loungers between two other models.

Davina is wearing a navy blue jumpsuit and is seen handing something to Amanda as she leans back.

In another photo from the shoot, the women are dressed in chic summer outfits with bright prints.

TV Buddies have been trailblazers when it comes to presenting stylish and confident older women as they spearhead a fashion campaign.

There is a growing trend in the fashion world to hire older models, and with good reason.

Amanda Holden in a summer dress without a bra leaves the radio show
Amanda Holden slipped out of bed in a tight nightgown

According to research firm Euromonitor, people in their 50s and 60s spend nearly four times as much on fashion as people in their 20s and 20s.

Therefore, it would be unwise for retailers to ignore them.

And people over 55 also have the most savings, averaging around £20,000, according to Financiallyhappy.ltd.

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

This means that the margin for profit is much higher.

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

Research from the 2022 JD Williams Womankind report shows that nearly half of women over the age of 45 believe they are in their prime.

Amanda was a great example of how she didn’t hide her body as she got older.

She was photographed leaving Heart Radio in London yesterday wearing a beautiful pink summer dress.

British Got Talent judge Amanda posed for the occasion without a bra and showed off her long legs in a short ruffled skirt.

She completed the look with dark sunglasses and a small pink Fendi bag slung over her shoulder.

Mom-of-two Amanda is famous for her sense of style and often loves to wear bold outfits.

She’s sported outfits so risqué in the past that she’s sparked a flood of complaints from viewers on Britain’s Got Talent, but she’s vowed to keep up her tone in her 50s.

She previously told Kristen Bell Tattoos: “When I turned 50, I invested in a pair of high boots and 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 photo shoot where I was half naked on top of a birthday cake.

“I was never going to suddenly get rid of the twinset and pearls, unless I was wearing a twinset and pearls with a miniskirt and these high boots.”

The couple have been ambassadors for retailer JD Williams since last year.

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The couple have been ambassadors for retailer JD Williams since last year.Credit: Unknown, clearly with photo table.
Amanda is no stranger to dressing fashionably, she wore a gorgeous pink dress to work yesterday.

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Amanda is no stranger to dressing fashionably, she wore a gorgeous pink dress to work yesterday.1 credit
Amanda says she refuses to change her style just because she's getting older

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Amanda says she refuses to change her style just because she’s getting older1 credit

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