JD Williams has partnered with stylist Gok Wan to launch a bold new fashion campaign titled ‘We See You’, designed to challenge the narrative around women in midlife and counter the feelings of invisibility many experience.
The campaign comes in response to recent survey findings, which revealed that 60% of women feel invisible during midlife, particularly when shopping for clothes or interacting socially with younger generations. In reaction, JD Williams and Wan are taking a stand: “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.”
‘We See You’ was developed based on extensive customer research and insights, offering a fresh, confident take on JD Williams’ midlife fashion identity. The campaign’s central message focuses on breaking down outdated stereotypes and celebrating the individuality, spirit, and effortless style of women navigating this vibrant stage of life.
The fashion collection features bold swimwear, elegant tailoring, and comfortable yet chic dresses, all designed to support and reflect the dynamic lives of midlife women. The range will be released in stages across April, May, and June exclusively on jdwilliams.co.uk, with sizes ranging from 8 to 32 and prices starting at £18.
Esme Stone, Head of Brand at JD Williams, emphasized the importance of representation in fashion:
“For too long, midlife women have been overlooked by fashion brands and misrepresented by society. It’s time to flip the script.”
She continued, “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 concluded by highlighting the purpose behind the fashion choices:
“Every piece has been curated to empower women to dress with confidence, embrace bold colours, and make a statement wherever they go.”
The ‘We See You’ campaign seeks not just to redefine fashion for women in midlife but also to shift cultural perceptions – turning visibility into a celebration of identity and strength.
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