JD Williams, in collaboration with renowned stylist Gok Wan, has launched a new campaign and collection aimed at tackling the issue of midlife women feeling “invisible.” The Empowering SS25 Collection, accompanied by the bold “We See You” campaign, seeks to empower women navigating midlife, celebrating their strength, confidence, and individuality.

The campaign comes in response to a revealing survey showing that 60% of women feel overlooked, particularly when shopping for clothes or in social situations with younger generations. JD Williams and Gok Wan are challenging this perception, urging that midlife should not be about slowing down or feeling apologetic. Instead, it’s about embracing a fresh, exciting chapter brimming with confidence, adventure, and self-assurance.

Drawing insights from extensive customer research, the campaign marks a new, confident direction for JD Williams, particularly in their midlife fashion offerings. It’s designed to shatter outdated stereotypes and showcase the rebellious spirit and effortless style of women who are unapologetically embracing this stage of life.

The Empowering SS25 Collection is all about redefining the midlife dress code, featuring vibrant swimwear, chic tailoring, and stylish yet comfortable dresses suitable for all occasions. With sizes ranging from 8 to 32 and prices starting at £18, the collection will be available online at jdwilliams.co.uk throughout April, May, and June.

Esme Stone, Head of Brand at JD Williams, stated: “For far too long, midlife women have been overlooked by fashion brands and misrepresented in society. It’s time to change that narrative.”

Stone continued, “Midlife isn’t about slowing down or feeling guilty about wanting to be seen – it’s about celebrating a new chapter, filled with boldness, confidence, and adventure. Our ‘We See You’ campaign aims to empower women who are redefining this life stage with style, strength, and confidence.”

Each piece in the collection has been carefully curated to empower women to dress with confidence, embrace bold colours, and make a statement wherever they go.

JD Williams and Gok Wan’s groundbreaking collaboration serves as a celebration of midlife women everywhere, encouraging them to embrace this stage with style, grace, and unapologetic flair.