In Pictures: JD Williams launches new summer campaign celebrating midlife style

N Brown Group-owned JD Williams has launched a new summer campaign encouraging midlife women "to dress according to their joy and attitude – not their age".

The campaign focuses on a new collection, available in sizes 8 to 32, which includes bold co-ords, "day-to-night dresses", vibrant prints and sculpting swimwear "that accentuates every curve".

The emphasis is on embracing individuality and style with confidence, celebrating self-expression and challenging ageism stereotypes that often plague middle-aged women.

Esmé Stone, Head of Brand Marketing at JD Williams, said: "We're not just selling clothes; we're selling a mindset. It's about celebrating every iteration of midlife and giving a voice to our women.

"At JD Williams, we reject the notion that women should be conditioned by their age or conform to outdated fashion rules. Our designs celebrate diversity and inclusivity, empowering women to express themselves authentically."