JD Williams, Gok Wan unveil campaign to counter women’s midlife ‘invisibility’

JD Williams and Gok Wan have launched an ‘Empowering SS25 Collection’ accompanied by a strong campaign targeting women in midlife.

That campaign, ‘We See You’, launches after a survey revealed 60% of women “feel invisible in midlife… especially while shopping for clothes or in social situations with younger generations”.
 
And the retailer and stylist add: “Midlife isn’t about slowing down or feeling apologetic for wanting to be seen – it’s about embracing a new chapter full of confidence, adventure, and self-assurance”.

Developed using insight “from hours of customer research, the campaign is a new, more confident expression of the brand’s midlife specialism”. 

The campaign “aims to shatter outdated stereotypes” and “celebrates the rebellious spirit, energy, and effortless style of midlife women, empowered, stylish, and unapologetically themselves”.

“Redefining the midlife dress code”, the collection features “vibrant swimwear, effortlessly chic tailoring, and stylish yet comfortable dresses” with options for every occasion” 

It will drop throughout April, May and June on jdwilliams.co.uk in sizes 8-32 and starting from £18 in price.
 
Esme Stone, head of Brand at JD Williams said: “For too long, midlife women have been overlooked by fashion brands and misrepresented by society. It’s time to flip the script.

“Midlife isn’t about slowing down or feeling apologetic for wanting to feel seen – it’s about embracing a new chapter full of confidence, adventure, and self-assurance. Our ‘We See You’ campaign is about celebrating and empowering women who are rewriting the rules and embracing this vibrant life stage with unapologetic style and strength.

Stone added: “Every piece has been curated to empower women to dress with confidence, embrace bold colours, and make a statement wherever they go.”