Queens of style

Jemma Liddle
Jemma Liddle
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A Bo’ness mum and daughter are blazing a trail for the concept of using “real people” as fashion models – by fronting a nationwide ad campaign for a major retail centre.

Linda Grant and daughter Jemma Liddle are about to become two of the most-recognised women in central Scotland, after they were asked to join a top team promoting Stirling’s Thistles centres in the run-up to Christmas.

Linda Grant

Linda Grant

The choice of mum-of-two Linda and Jemma as models is seen as a ground-breaking departure from the usual fashion campaigns, increasingly under fire for featuring spindly females that most shoppers can’t relate to.

With them as campaign icons are male models like Stirling County and Glasgow Warriors rugby stars Adam Ashe, and Finn Russell, as well as author and history lecturer Michael Rapport.

Phil Byrne, centre director at The Thistles, said:“Living Brand is a celebration of the personal style of a diverse cross section of real people, reflecting their own individuality”.

For the Bo’ness mum and daughter, the modelling stint has been both a revelation and an adventure, although both are now a little anxious at the prospect of being recognised everywhere they go.

Jemma said: “It’s always good to do something outside your comfort zone and a professional modelling shoot was certainly that for me!

“Being looked after by the hair and makeup team as well as styling my looks all added to the enjoyment though”

She added: “I was nervous, but the team and photographer really put me at ease. It was amazing to be doing the photos at Stirling Castle as well as in The Thistles.

“I must admit it will be strange shopping in The Thistles and seeing my face on billboards and displays.”

The Living Brand concept aims to woo custom to the Stirling mall with “an authentic celebration of individuality across a diverse group of men and women, none of whom are professional models”.

Besides that, each “chose their own looks”, so the branded gear they are wearing reflected their own tastes.

Challenging the notion of what constitutes style – just as clothes shopping heads towards its busiest season – Linda and Jemma are billed as “a refreshing antithesis to standard marketing”.