JD Williams launches bold campaign that pushes against midlife stereotypes

JD Williams has launched a new campaign that represents a generation of women through a positive, aspirational, fashion forward lens.

The online retailer understands its customer and celebrates midlife women through a campaign showcasing a curated trend-led summer collection that conveys the power of stylish outfits to express personality and empowerment, as well as providing confidence through comfort. The clothing in the collection is available in sizes 8 to 32 and consists of power suits, bold printed shirts, summer dresses, bright swimwear and much more.

The campaign leads with ‘admit it, this age thing suits you’ and represents the multiplicity of womanhood. Great style is ageless, and some of the most stylish women in fashion are in their 40s, 50s and 60s and have spent a lifetime curating their refined looks while still making current trends work for them.

The online retailer has brought together a group of midlife women, who each celebrate their age and champion women at different stages in mid-life. Each model is providing the support and inspiration women seek from their friends with a friendly pep talk via a new campaign platform. View online.

Esme Stone, Head of Brand at JD Williams comments, “This season, we are pushing against midlife stereotypes. For too long these women have been under represented, left out and dismissed. But no more. Our aim is to make women feel more girlfriend than grandma with stylish clothing and tips that make them feel confident and empowered this summer and beyond.”

The collection is available online now and more information on the campaign can be found here.