This year it's been worn by Kim Kardashian and infiltrated runways.

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During a media event held at the Calyx earlier this week, the foundation's director Florence Guillaume, revealed the details of the three-year initiative.

While Insta-models and Facetune may be ruining the confidence of millennials, new research has shown that the likes of Helen Mirren and Meryl Streep – both actresses who embrace their age – are helping women feel more confident in their forties and beyond.