Putting midlife women centre stage
with JD Williams

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It’s the age that the average woman starts to feel invisible.
Our research showed that once women enter their mid 40s, they are ignored by brands and invisible in culture. In fashion, older women are either tokenistic, patronised or freakish.

JD Williams want to change this. With a focus on 45-65 year old women, we knew that for
them to build the much needed emotional connection with new customers they needed
to tackle this negativity.  




We began our mission in SS23, with a bold OOH campaign,
swiftly followed by My Mum Your Dad sponsorship idents.

For AW23, our women took their well deserved and much overdue place centre stage.
All eyes on them, with more myth busting to come.

With each piece of work we are continuing to rewrite the narrative on midlife women, so that society sees them as the confident, interesting and stylish women they really are.

Midlife, we see you, and for those of us that aren’t there yet,
a galvanising message that there’s so much more to come.