Ageless Allure: How a Bold Lingerie Campaign with Marie Helvin Broke the Internet and Stereotypes

When Hoff Productions embarked on the Bluebella lingerie campaign for Valentine's 2024, we knew we were onto something special...but little did we anticipate the huge impact it would have, especially when the iconic supermodel Marie Helvin stepped into the frame at the age of 71.

Marie Helvin, with her timeless beauty, has always been a trailblazer. It turns out that this Bluebella campaign shattered age-old norms and went beyond mere fashion; it became a statement of empowerment. In a world that often sidelines women of a certain age, Marie’s unapologetic embrace of her sexuality and sense of self sent ripples through the industry.

The press went wild, celebrating Marie's audacity to wear such provocative lingerie at her age. It wasn’t just about the lingerie; it was about embracing life's sensuality at every stage. Marie's candidness about her identity as a sexual being, even now, was a refreshing testament to ageless confidence.

For our client Bluebella, the campaign was a triumph, propelling them into the limelight and reinforcing their commitment to diversity, inclusivity, and empowerment. But the impact went deeper. It marked a spectacular comeback for Marie Helvin, reaffirming her status as a force to be reckoned with in the fashion world.

As the photographer behind this campaign, my passion lies in capturing the essence of empowerment, particularly among older women. I specialise in lingerie photography, not just as an art form but as a means to challenge societal norms and hopefully help redefine beauty standards. My aim is to make every woman feel comfortable, confident, and celebrated on set.

Older women represent a powerful consumer group, often overlooked and under-served by the fashion and beauty industries. It’s high time we recognise their value, their beauty, and their purchasing power. Through my lens, I aim to give them the visibility and respect they deserve.

In the wake of our viral success, Marie and I have continued our collaboration, capturing another series of images published in The Times in March. This time wearing slightly more and capturing Marie back where she belongs - in front of the lens in the latest fashion.

Warm regards,

Elisabeth Hoff

Photographer, Director & Creative Director

London, UK & Worldwide

Female Photographer

Specialising in Advertising, Beauty, Fashion & Portrait Photography

Empowering Women Through Imagery

London Production Company

Commercial Photographer

Expert in Lingerie Photography

Making Every Woman Feel Fabulous in Front of the Camera

Lighting specialist for unretouched campaigns