May 11, 2023
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JD Williams' summer campaign fights fashion stereotypes

May 11, 2023

It’s bold and it pushes against mid-life stereotypes. That’s how the new JD Williams summer ad campaign is being billed as the online fashion e-tailer aims to “show women how to feel more girlfriend than grandma”.

JD Williams

The new campaign “represents a generation of women through a positive, aspirational, fashion forward lens”.

The retailer said it “understands its customer and celebrates mid-life 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 collection which is available in sizes 8-32, consists of “power suits, bold printed shirts, summer dresses, bright swimwear and much more”.

The campaign's overriding message leads with ‘admit it, this age thing suits you’ and represents the “multiplicity of womanhood”. 

It goes on: “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”.

So the campaign naturally brings together a group of 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”, the retailer added.

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.”

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