Playtex has signed daytime TV presenter Ruth Langsford as its latest brand ambassador.

Ruth Langsford with husband Eamonn Holmes, is a pin up girl for fit and active over-fifties.

Playtex has signed daytime TV presenter Ruth Langsford as its latest brand ambassador.

The wife of Eamonn Holmes, who presents This Morning along with her husband, will appear in a series of photo shoots shots to officially reposition Playtex as the UK’s leading lingerie brand for fifty-something women.

“Ruth Langsford is the perfect choice for us," says Playtex marketing manager Marica Carleschi. “She embodies the new generation of confident, stylish, 50-something British women that Playtex is all about today. Research has shown us that while comfort and fit are important to these women, they also want to look amazing and show off their figures. And we believe that with the right fit and support, that’s exactly what they can do.”

51-year old Ms Langsford is instantly recognised as a cheerleader for women who feel that life begins at fifty. “I’ve teamed up with Playtex to prove once and for all that it’s possible to look and feel fabulous in your fifties,” she says.

Playtex is represented by DB Apparel in the UK. The Surrey-based company holds the license to manufacture, sell and distribute Playtex to department stores and independent retailers throughout Europe and South Africa.

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