JD Williams’ summer campaign tackles fashion ageism head on [Video]

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

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 …