A recent nationwide survey* conducted by fashion brand JD Williams reveals a stark reality: 60% of women aged 40 to 60 have felt invisible at some point due to their age. Whether it’s in stores catering to younger customers, at social gatherings, or even in the workplace, many women report being sidelined or overlooked as they navigate midlife.

In response, JD Williams has launched its We See You campaign in partnership with brand ambassador and fashion expert Gok Wan to empower midlife women to embrace their boldness, strength, and unapologetic style.

The new Spring Summer 2025 collection, launching throughout April, May, and June, offers vibrant swimwear, chic tailoring, and comfortable yet stylish dresses. Available in inclusive sizes 8 to 32 and starting from just £18, the range is tailored to suit any occasion this season.

The campaign comes at a crucial time, with survey findings revealing just how many midlife women feel overlooked. Almost three in ten (28%) women admitted they struggle to know what they can and cannot wear, while nearly three-quarters (73%) expressed a desire to move beyond the pressure of ‘age-appropriate’ style as they grow older, embracing their own fashion choices. But JD Williams latest collection is pushing back on these limitations, giving women the freedom to express themselves in new and exciting ways.

Esme Stone, Head of Brand at JD Williams comments: “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.”

Among the survey respondents, four in ten (42%) said comfort comes first when it comes to fashion, with style coming second. Meanwhile, 38% of women shared they don’t let their age dictate what they wear – a strong mindset that is more pronounced among women aged 50 to 60, with 44% of them agreeing, compared to just 31% of women aged 40 to 50. This highlights the shift in attitude as women enter midlife, with many embracing their individuality and style, no longer letting societal expectations dictate their wardrobe choices.

Gok Wan, JD Williams brand ambassador comments: “Midlife is a time of rediscovery, and it’s about embracing who you are with confidence. I believe that every woman, regardless of age, deserves to feel fabulous in her own skin. It’s not about looking younger – it’s about celebrating your journey and owning your power with style and grace. JD Williams new collection reflects just that by showcasing midlife women in their element and enjoying moments that matter.”

As JD Williams continues to lead the way in changing perceptions of midlife women, the We See You campaign is making it clear: Midlife is a time to shine, not to shrink into the background. With its bold, stylish collection, the brand is helping women feel seen, heard, and valued, no matter their age.

image003.png

image004.png

image005.png

GOK WAN TOP TIPS
To launch the collection, Gok Wan has lent his expert eye with some styling tips.

image006.jpg
image007.png

image008.png
image009.png
image010.png
image011.png
Polka Dot Dress, £99
Brown Heels, £40

Available from 4th April

Red Maxi Dress, £40
White Trainers, prop
Raffia Grab Bag, £35

Available from 4th April

“If you’ve got a summer party coming up, going to the races or even if you’re looking for a great cover-up to the beach, this polka dot dress is an absolute winner. It’s got a gorgeous bow at the back here and is so sexy as it creeps down the back and nips you in around the bum. The biggest seller about this dress is it moves beautifully!”
“This maxi dress is great for the summer – loads of movement and it’s going to keep you nice and cool without a sleeve. It’s got a low V on the front which is super sexy, and the bow details as well keep all our concentration around the bust area, and it is nipped in at the waist.”

image012.png
image013.png
image014.png
image015.jpg

image016.jpg
Waistcoat, £35
Stripe Linen Mix Wide Leg Trousers, £40
Brown Heels, prop

Available from 13th April

Border Print Halter Volume Maxi Dress, £52

Available now
“Summer tailoring is brilliant because what you can do is separate it up and have a completely different look. This longline waistcoat is absolutely stunning – low V, button detail and a bit cheeky because it does flare out.”

image017.png

image018.png

image019.png

image020.png

Printed Linen Mix Half Sleeve Shirt, £34

Swimsuit, £50

Value 2 Pack Bikini Tops, £25

Value 2 Pack Bikini Briefs, £26

image021.png

image022.jpg

image023.png

Linen Wide Leg Trousers, £30

Leopard Print Beach Jumpsuit, £30

Contrast Broderie Skirt, £38

image024.png

image025.png

image026.png

Black Linen Mix Knee Length Shorts, £20

Apple Linen Shirt, £32

Broderie Frill Jersey Back Top, £28