JD Williams launches new campaign challenging midlife stereotypes

JD Williams has launched a new campaign that pushes against midlife stereotypes and “shows women how to feel more girlfriend than grandma”.

The campaign, which leads with the strapline “admit it, this age thing suits you”, showcases a curated trend-led summer collection including power suits, bold printed shirts, summer dresses and bright swimwear, all available in sizes 8 to 32.

For the campaign, the online fashion retailer has brought together a group of midlife women to model, who each celebrate their age and champion women at different stages of midlife (typically referring to people between the ages of 40 and 60).

Additionally, a new campaign platform sees each midlife model give a friendly pep talk – a nod to women who seek support and inspiration from their friends.

Esme Stone, Head of Brand at JD Williams, said: “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.”