JD Williams’ “Admit it, this age thing suits you” Campaign: Embracing Midlife with Style and Confidence
JD Williams is challenging outdated stereotypes about midlife women with their empowering new campaign for the Spring/Summer 2024 collection. The campaign, titled “Admit it, this age thing suits you,” takes us poolside with a cast of incredible, diverse models who defy conventional wisdom by dressing according to their joy and attitude.
Celebrating Midlife Transformation
Created by House 337, the latest installment of the campaign champions the transformational power of midlife, encouraging women to embrace new chapters and freedoms that come with getting older—all through a lens of summer fashion. A hero film at the center of the campaign celebrates self-expression while rejecting ageist stereotypes that suggest older women “have no idea how to dress” or “can’t bear to whisper their age.” This visual manifesto reinforces how JD Williams disrupts the status quo, offering designs for every body type, empowering women to own their style, embrace their age, and channel their confidence in those sun-soaked moments.
Out-of-Home (OOH) Campaign
The campaign’s OOH component further celebrates older women, challenging outdated notions like “dressing your age” and the belief that midlife bodies shouldn’t be seen in bikinis. The imagery and messages are bold and empowering, aimed at reshaping societal perceptions about aging and style.
Resonating with Midlife Women
Esme Stone, Head of Brand Marketing at JD Williams, expressed the campaign’s impact: “This campaign has really resonated with midlife women, and we’re thrilled to bring it back for summer 2024 with something even bolder and more challenging. With House 337, we continue to challenge societal perceptions, while showcasing styles that express who these women really are. This season, we embrace the wit and real stories of midlife women across the entire lifestyle spectrum.”
A Call for Cultural Change
Lou Canham, Creative Director at House 337, added: “We’re turning up the heat on our charge against the misrepresentation of middle-aged women. With JD Williams, we continue to bang the drum louder for the magnificence of midlife. The cultural revolution on ageism is picking up pace, but this is only the beginning. Our midlife population in the UK is ever-growing, in numbers, and in spending power. I hope to see more brands engaging meaningfully with these influential women. All eyes on them.”
Campaign Reach
The “Admit it, this age thing suits you” campaign runs across the UK from May 10 to July 31, featuring on platforms such as TV, BVOD, OOH, radio, and social media. This integrated approach ensures a wide reach and a consistent message that challenges societal norms and celebrates midlife women.
Professional Campaign Overview
This professional campaign, titled “Admit it, this age thing suits you,” was published in the United Kingdom in May 2024. It was created for the brand JD Williams by the ad agency House 337. This integrated medium campaign is related to the Fashion and Retail Services industries and contains one media asset.
Conclusion
JD Williams’ “Admit it, this age thing suits you” campaign is a powerful celebration of midlife women, challenging stereotypes and empowering them to embrace their age with style and confidence. By focusing on self-expression and rejecting outdated norms, JD Williams
