They say life begins at 40 – and today’s new generation of midlife women are proving it, embracing the beach & pool with soaring levels of body confidence – according to new consumer insight.Today (27 April 2026) digital department store, Freemans.com reveals that two‑piece bikinis are set to outsell traditional swimsuits by three to one this summer, with women aged 40 and over driving this trend.
Building on this growing wave of midlife confidence, Freemans.com is launching a new Holiday Shop fronted once again by TV favourite and ‘I’m a Celebrity’ Legend Myleene Klass — a long‑standing advocate for body confidence and a natural ambassador for the retailer’s feel‑good, self‑assured approach to style targeting the over 40s.
Broadcaster, musician and charity campaigner Myleene Klass – who turned 48 on 6 April 2026 – says “She feels more body confident now than she did in her twenties”. Returning to Freemans for a second year following her sell‑out 2025 collection, Myleene continues to champion confidence at every age, making her a natural fit for the brand.
Shot on location in South Africa -close to where the recent ‘I’m A Celebrity series was filmed—the striking campaign captures Myleene in looks she personally selected from the new Freemans Holiday collection, bringing her signature self-assurance and body-positive energy to every style
The collection is the largest holiday range Freemans has ever launched, featuring over 8000 items across its own‑brand offering, including Lascana and leading third‑party labels including Pour Moi, Fantasie and Monsoon – all curated with women over 40 and their families firmly in mind.
Starting from just £5, the Freemans Holiday Style Team, has curated a Summer 26 collection designed to flatter every shape and size, with thoughtful styling details built in to help women feel their most confident. Covering everything from footwear, beauty, bikinis, swimsuits, kaftans, casualwear, sportswear and the perfect something for an evening out for all the family.
Alongside features such as discreet tummy‑control panels that smooth and support the midsection, the range includes clever touches like supportive under‑bust stitching that enhances lift and shape, rouching that sculpts the silhouette, hidden power‑mesh lining for gentle hold, and swim fabrics with added stretch for comfort and ease.
Myleene’s edit includes: (with more selection on the Freemans.com website)
A fresh take on her iconic 2006 white bikini – made famous in the I’m a Celebrity jungle camp’s shower scene – but this year the look is updated with a subtle crochet pattern and contrast beading available as with top (£35) and bottom (£29) sizing options.
A vibrant black and coral tropical print bikini (£52) teamed with a crochet lace beach dress (£55).
A khaki green sporty race-style bikini top (£38) and bottoms (£28) paired with a Lascana adjustable clasp chain belt (£28).
And for swimsuit lovers:
An elegant black and white colour block print swimsuit with a deep rounded back. (£70)
A striking animal print high leg swimsuit. (£65)
The Lascana Zade High-Leg Swimsuit in black features a deep neck with decorative accessories, double straps for added detail for a sleek look. (£65)
Ann Steer, Freemans, Chief Executive Said: “We are seeing a clear shift in how midlife women approach holiday dressing. The fact that bikinis are set to outsell one‑piece swimsuits this season speaks to a new wave of confidence — women in their 40s, 50s,60s and beyond are choosing styles that make them feel empowered, comfortable and unapologetically themselves.
As one of the UK’s leading digital department stores, we have a responsibility to reflect support and embrace this change. The Freemans Holiday Shop has been built around what these women tell us they want: thoughtful design, flattering cuts and clever details that help them feel their best.”
“Myleene’s return this season feels incredibly natural. She embodies the self‑assured, feel‑good attitude that defines the collection, and we’re excited to help women discover holiday looks that celebrate confidence at every age.”
Myleene Klass said: “Your 40s and beyond can be the best time of your life – you have the confidence and wisdom to look and feel amazing. I’m thrilled to be asked to showcase the latest Freemans collection and show midlife women just how beautiful they are.”
In addition to Myleene, celebrities in their 40’s, 50’s and 60’s are also influencing the trend such as: Salma Hayek, Elizabeth Hurley, Jeniffer Lopez, Jennifer Aniston, Helen Mirren and Martha Stewart.
Retail experts predict that bikini sales will spike over the two May Bank holidays, as British women kick start their holiday shopping in readiness for their summer break.
Further Freeman’s research into the midlife glow up revealed nearly three quarters (72%) of women over 50 feel more confident now than when they were younger. Over half (52%) of British women care less about what others think. Six out of ten (65%) of females say they have found a new outlook on life in their fifties.
Seven out of ten (76%) women aged from 50 reported this stage of their life as a mid-life glow rather than a crisis. Sixty per cent of females believe women 50 and over are more active and adventurous than previous generations.
Freemans has been on a transformational journey over the last few years. A singled minded strategy of targeting women over 40 has leaned into these attitudes paying dividends with the pureplay retailer celebrating market beating growth.
