Carol Vorderman, the renowned TV personality, has openly addressed the stigma surrounding sexy fashion choices for those in midlife and has embraced the term MILF with pride, claiming she has redefined it.

At 65, the former Countdown host has teamed up with JD Williams for a campaign exploring societal attitudes toward aging and the concept of being a MILF.

While the acronym MILF is traditionally understood as “Mum I’d Like to F**k,” Vorderman has offered a fresh perspective, suggesting that it should now represent “midlife is living fearlessly.”

Vorderman, often celebrated for her daring fashion sense, recalled the intense backlash she faced after wearing a mini dress to the BAFTAs in 2000 at the age of 39. She humorously reflected, “You would think I’d committed a major crime. The BBC even dedicated a special Kilroy show to it!”

Expressing her views on aging and confidence, she shared, “I have never felt more comfortable in my own skin or more aligned with my life’s outlook. There is a true sense of empowerment and self-assurance that comes with age.”

Carol Vorderman has discussed the stigma around racy dressing in midlife and proudly admitted she loves being called a MILF, having reclaimed the word

The former Countdown star, 65, has collaborated with department store JD Williams to look at attitudes into ageing and the label MILF

The star, known for her saucy ensembles, recalled the vast backlash after she wore a mini dress to the BAFTAs in 2000 (pictured) when she was 39, saying: ‘Well, you would think I’d murdered my grandmother. BBC did a special Kilroy show about it!’

As a mother to two children—scientist daughter Katie King, 32, and son Cameron King, 28, whom she shares with ex-husband Patrick King—Vorderman looked stunning in the campaign. Standing beneath a sign that spelled out MILF, she elaborated on the findings of the research.

The word MILF first entered mainstream culture in the early 2000s by American Pie, but the term is emotionally divided in opinion, according to JD Williams survey of 2,000 midlife women in their 40s, 50s and 60s, via Mortar Research. 

The study showed 29% of women admit they secretly enjoy being called a MILF, 24% say it makes them feel flattered, and 12% say it makes them feel sexy, while 30% actively reject the idea of enjoying being called it and leaves them feeling offended. 

On the research and her own feelings, she said: ‘Hello I’m Carol Vorderman and I’m on set with JD Williams and as some of you may already know, JD Williams have been doing some very important research into our attitudes to being a woman in midlife.’

On the possibly controversial term MILF, she said: ‘So MILF to me means it’s more about being fabulous. The F is about being fab. I always took it as it was mean to be a bit of a compliment… 

‘Sometimes, as I learnt on Countdown over many decades, words take on a new meaning as opposed to what they are represented in the first place. Today the word MILF should stand for midlife is living fearlessly.’

Further discussing the word, she said: We all know what it originally stood for, but words evolve. I’ve always taken it as a bit of a compliment, to be honest. Sometimes a word becomes more about how people use it than where it started…

‘If I were to redefine it, for me it’s about being fabulous and fearless. Living your life fully. I ask myself and my kids one question every day: are you happy? Marks out of ten – accept that seven out of ten is a win and you’ve honestly won life…

Carol is known for her sizzling snaps and has vowed not to pare back her image despite her age

Carol looked jaw-dropping in the campaign for the store, as she stood beneath a sign reading MILF, and spoke about the research

 The snaps made the most of her curves and her ageless good looks 

The word MILF first entered mainstream culture in the early 2000s by American Pie, but the term is emotionally divided in opinion, according to JD Williams survey of 2,000 midlife women in their 40s, 50s and 60s, via Mortar Research

Carol shot to fame on Countdown in the 80s (pictured on the show in 1984)

‘I’ve met billionaires and Hollywood stars, and many of them aren’t happy. Happiness is the real goal.’ 

She then recalled the explosive BAFTAs ensemble: ‘Grow that confidence girls. There was such a stigma associated with women who dare get to 35, dressing in a certain way. When I was 39, this is in the year 2000…

‘I wore a short blue dress to the BAFTAs. Well, you would think I’d murdered my grandmother. BBC did a special Kilroy show about it, if a woman aged 39 should wear a dress above the knee.’

She previously said on the look, saying: ‘[I have suffered ageism] most of my life, let’s be fair. Twenty years ago I wore a blue dress to the BAFTAs which was above the knee, I was 39…

‘That became a massive story, programmes were made about it. Not about the dress, it became about should a woman aged 39 wear a dress above the knee?..

Carol is known for making no secret of her figure – something she insisted would be perfect with the tag MILF 

She showcased her famous curves in the snaps, in which she posed in a JD Williams Jersey Polka Dot Pleated Dress which rings in at £48

One of her looks was a the Anthology Navy Elevated Trench Coat, which rings in at £100

”I was called mutton dressed as lamb. Would you call a 39 year-old today mutton dressed as lamb because she wore a dress above the knee? Of course you wouldn’t! That’s just nonsense.’

The body confidence campaigner went on: ‘We have to stick to celebrating women, to supporting other women. A lot of women are concerned about being sexy or desirable in their midlife. In my experience that changes…

‘So when I was 45 for instance, I genuinely thought I was the hottest I’ve ever bene in my life. When you get to your 50s, women can look at women in their 30s and think, oh, my skin isn’t as good as that person’s so therefore I am not desirable…

‘But when you get to your mid 60s as I am now, you think what on earth was all that about? You should appreciate the age that you are. And honestly I have never felt more at home with my body and my attitude to life…

‘I think there is a genuine feeling of power and confidence that can come to you. And you come to an age where you go well how long have I got left, in a positive way. And you think well I’m gonna live it. What’s holding me back? What am I waiting for?’

The shoot was accompanied with her impassioned words about women and ageing 

The shoot also saw six real midlife women pictured wearing JD Williams Valentine’s Lingerie Collection (L-R Natalie Russell, Monique Payneeandy, Sarah Annett, Alison Cline-Williams, Marriane Dias and Jayne Hall)