Wednesday, 18 January 2012

Fashion's Olympic Charm

January 1st arrived and we were immediately hit with the usual 'get off the sofa, go to the gym then pour yourself a cucumber juice' media frenzy. However, this time round their predictable post-festive fitness message came with a twist.

Harper's Baazar/Max Factor/Marie Claire
L-R Victoria Pendleton, Keri-Anne Payne, Jessica Ennis
Whether picking up a newspaper, glossy mag or flicking through TV channels we're not only faced with the annual post-festive detox regime - as we enter Britain's Olympic year our favourite athletes have started popping up all over the shop. And we're not just talking about sports drinks ads... our top Olympic athletes are now endorsed by the world's fashion and beauty arenas.

 It's an exciting time within an industry that's so often criticised for being shallow and noxious. Forget Hollywood actresses or reality TV rejects, there's a new breed of cover stars in town, who are tenfold more worthy of such accolades. And with Jessica Ennis, Victoria Pendleton and Keri-Anne Payne recently snapped up by beauty giants Proctor and Gamble (Jess to represent Olay, Victoria for Pantene's Sleek and Smooth Range and Keri-Anne for Max Factor Gold False Lash Effect), their advertising pulling power is set to bring them a long and worthy career way after they bring home the medals... 

L-R: Jessica Ennis - Heptathlete; Victoria Pendleton - Cyclist; Keri-Anne Pane - Swimmer
From sporting stars to fashion icons - here's a favourite, brief snapshot of some recent coverage these golden girls have been getting:

JESSICA ENNIS
Jessica Ennis for UK Marie Claire
Jessica Ennis for Marie Claire
Jessica Ennis for UK Vogue
VICTORIA PENDLETON
Victoria Pendleton for Sunday Times Style Magazine
Victoria Pendleton for London Evening Standard
Victoria Pendleton for Harper's Bazaar
KERI ANNE PAYNE
Keri Anne Payne for Links of London
Keri Anne Payne for Max Factor (shot by Rankin)
Keri Anne Payne for Max Factor
Beautiful, talented and strong, these sort of inspirational role models make you proud to be British... bring on London 2012!

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Amie Trewin is the PR & Marketing Executive for Surfdome.com