Published
May 14, 2024
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JD Williams' summer campaign tackles fashion ageism head on

Published
May 14, 2024

Digital fashion retailer N Brown Group is calling JD Williams “the UK’s midlife fashion brand” for good reason.


JD Williams


The brand has just launched its new summer campaign and comes with a bold key message that “challenges ageism stereotypes that often plague middle-aged women”.

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

So the campaign’s all about championing “boldness, truthfulness, and supportiveness” encouraging women “to defy conventional wisdom and dress according to their joy and attitude -- not their age”.

Of course, the campaign's supported by a new collection that invites women to “embrace their individuality and style with confidence, celebrating self-expression and challenging ageism stereotypes that often plague middle-aged women”.


 



In a world where societal norms dictate what women should wear based on age, JD Williams said it “disrupts the status quo with a rallying cry”.

The designs at the heart of the campaign that have been “carefully curated to empower women and make them feel fabulous”, we're told. 

The range features “throw-on dresses perfect for transitioning day to night, relaxed tailoring for a comfortably elevated look, show-stopping prints that command attention, and flattering silhouettes that accentuate every curve”. 

Stone added: “We reject the notion that women should be conditioned by their age or conform to outdated fashion rules.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.”

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