Fashion for midlife women: JD Williams’ new collection is all about female empowerment

JD Williams is flying the flag for midlife fashion – and we’re SO here for it! Let’s be honest – fashion often feels like it’s all about the Gen Z girlies, doesn’t it? Every ad, every campaign, every catwalk seems to scream ‘youth only!’ But finally, someone’s flipping the script – and it’s JD Williams with their fierce and fabulous ‘We See You’ campaign. And guess what? It’s all about celebrating midlife women. Step aside kids, it’s time for middle-aged women to shine!

The campaign is basically a massive high-five to women in their 40s, 50s and beyond – showing off their incredible style, confidence and attitude. It’s refreshing, it’s empowering and it’s proving once and for all that fashion doesn’t come with a sell-by date. And the stats? Honestly, a bit heartbreaking. JD Williams did a nationwide survey and found that 60% of women aged 40–60 have felt invisible – especially when shopping for clothes (we’ve all been there)! So what’s JD Williams doing about it? Everything! They’re making it their mission to make sure midlife women feel seen, celebrated and absolutely fabulous.

JD Williams’ ‘We See You’ campaign isn’t about playing it safe. It’s about owning your space, stepping into your power and looking damn good while doing it. No more fading into the background – this is your era and you’re going to slay it. And with the new season rolling in, JD Williams are bringing their A-game. Their latest drop is basically your autumn wardrobe’s dream come true – think statement dresses, luxe co-ords and tailored pieces that scream main character energy. Whether you’re heading to brunch, jetting off on a weekend away, or just giving your everyday wardrobe a little zhuzh, each piece in the collection will have you feeling unstoppable.

As part of the campaign, JD Williams have teamed up with fashion guru Gok Wan for his expert advice. Gok was appointed brand ambassador for JD Williams back in August 2024 and his fashion credentials speak for themselves. With decades of experience as a fashion consultant, stylist, presenter and author, Gok is the perfect person to help midlife women feel seen through the power of dressing. “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” explains Gok.

Our fabulous competition winner Kay got the ultimate fashion confidence boost with her very own styling session – courtesy of Gok Wan. After the heartbreaking loss of her mum, Kay told us she’d been feeling a bit lost. “Since she has passed away, I have lost myself in the process,” she shared. “I’ve always loved fashion and pampering myself, and I think this would be a real ‘lift me up’ to help get myself back on track.” Well, mission seriously accomplished. With Gok’s styling wisdom and some dreamy pieces from JD Williams, Kay rediscovered her confidence – and her inner fashionista. First up, a sharply tailored suit (not something she’d usually go for), but the moment she slipped it on, the power vibes were real. Then came a bold move with a slouchy co-ord in a leaf print –  effortlessly cool and comfy. Yes please! Best of all? Kay’s feeling more like herself than she has in ages. “This would also make my mum ever so proud of me,” she said. “She always wanted me to be me and never to dull my shine!” And honestly, after this day? That shine is impossible to miss.

If, like Kay, you're on a mission to rediscover your fashion mojo, JD Williams is the ultimate one-stop style destination. Whether you're dressing up for a big occasion or refreshing your everyday wardrobe, this brand is all about helping you step into a new era of self-expression – and looking seriously fabulous while doing it. Esme Stone, Head of Brand at JD Williams, says it best: “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.” With inclusive sizing, trend-led pieces and feel-good fashion made for real bodies and real lives, JD Williams is here to make sure every woman feels stylish, seen, and celebrated – every single day.

Join JD Williams in their goal to redefine midlife dressing and explore their new collection of transitional and autumn-ready pieces at jdwilliams.co.uk.

Shop: JD Williams' Transitional Collection