Rebranding Sober and Marie Helvin

Part of my job used to be taking tired old brands and making them relevant and sexy again.

One brand that's terribly in need of a revamp is 'sober'. And - even more so - 'teetotal'.

Both adjectives always conjured up images for me of very dull, boring sad cases. Puritanical, holier than thou types. Old biddies playing bingo while sipping endless cups of tea. Or reformed addicts - constantly atoning for the past and unable to look further ahead than one day.

'Sober' and 'teetotal' have never been fashionable. Those words have never screamed supermodel.

So I say Hurrah for Marie Helvin who, in a recent interview, said that she's quit drinking.

Marie is not only one of the world's most famous supermodels, but she is still modelling lingerie (that's underwear to us mere mortals) at the age of 62. She says:

The year I turned 60 I decided to give up alcohol as I felt it had no place in my life: I didn't enjoy it any longer and it was not how I wanted to spend my free time. I like to do more physical, adventurous things, pursuits where I need to be alert and focused, such as diving.

(Good point, Marie. It's awfully tricky to go diving and drink vino simultaneously. Note to self: take up diving).

...I like the clarity. I grew up a child of the 60s trying every kind of drug I could get my hands on. Now it's a different kind of high - being focused.

I wish I'd known that just by stopping drinking my skin colour and tone would improve, my eyes would be brighter, sleep would no longer be a problem, and my energy levels would soar.

The more people like Marie Helvin start publicising the benefits of sober, the easier it'll be for the rest of us.

A few more converts like Marie, and I could even become fashionable for the first time in my life! We'll be surfing that zeitgeist, my friends.

And perhaps if I keep up the whole not drinking thing for long enough, I too can be modelling lingerie in my sixties....

....or perhaps not.

Love to all you gorgeous people!

SM x