Knickers Model’s Own: Charity shop challenge returns 10 years on

Ms Jones said she very rarely buys new clothes now, apart of course from her underwear.

She hoped her new campaign would also reflect how conversations around second hand clothes were now more normalised.

“I like to think that my content champions the wearing of charity clothes,” she said.

“I like good quality new but my heart is never really fully in it, and the love is nowhere near it is when I find something so beautiful and it’s second hand and I can style it my way.

“I’m a huge fan of the charity shop on the high street, it’s so important to me that these shops stay there and we don’t all run off to the apps.”

Ultimately she said she felt a bit more organised this time round as she knows what to expect.

“Who knows where it’s going to go this time,” she said.

“But I think it’s a brilliant way of being creative, that makes me feel alive.

“I hope that my content inspires people to think ‘I can still wear a denim jacket in my 50s and I can still put on a red lip’.”