It's hard to believe that Marie Helvin turns 60 this year
It's an age-old question, when should women hang up their bikinis and leave them at the back of the wardrobe?
Well, Marie Helvin has proven that you can still wear them in your late fifties.
They say life begins at 40 but not, it would seem, on the beach – as new research from mature online retailer isme.com reveals that seven in ten Britons think women should pack in their bikinis for good when they hit just 39 years of age.
In contrast, the majority of women aged 50-plus surveyed in the research disagree and, inspired by the likes of Helen Mirren in that bikini shot, believe that “Factor 30” should only apply to sun protection, not beachwear.
The study was commissioned to mark the release of a new range of Shapewear bikinis from isme.com, designed especially to fit and flatter more mature and modelled by original supermodel Marie 
Helvin, still looking fabulous at 59.
The isme.com Shapewear range includes a wide variety of bikinis with features such as bum lift technology, tummy support and underwiring in the cups. The styles boast an array of cuts and patterns including retro 50s-inspired high-waisted designs and “optical illusion” stripes. They are all created with a view to building confidence as well as every woman’s individual sense of glamour and comfort.
According to Marie Helvin, who modelled the swimwear: “Who says women should be denied the right to wear a bikini just because of their age? It’s not as though the only options out there are tiny string bikinis - there is so much choice now for women thanks to sites like isme.com, and the technology they put into today’s designs.
“Like every woman I’ve gone through the experience of my body changing with time. As the years go by you get to know yourself better, and learn what works for you. It becomes even more important to find clothes that fit, flatter and help overcome the confidence issues that all women share.”
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