Whether You’re 25 or 65, The JD Williams Summer Collection Will Look Amazing On You

When I watched the latest advert from inclusive fashion brand JD Williams this week, it was impossible not to feel captivated. Unlike Lewis Capaldi’s TikTok trending music video, there’s no devastatingly moving tearjerker of a story to follow or any fairytale cartoons that you might expect to see on your screens at Christmas. Instead, the ad focuses on five diverse women looking bold, bright and beautiful while making tongue-in-cheek references to their ages. Why is this a big deal? Well, think about it - when was the last time you were marketed to by someone over 30 when it comes to high street style?

Fashion, much like the X Factor Overs’ category, has a tendency to write you off after 25 – if you’re not a bright and bushy tailed boy bander like Harry Styles, I’m afraid you’re classed as a bongo-wielding Wagner. However, this week, JD Williams launched a new summer campaign that aims to reclaim midlife as something aspirational and exciting, and very much not a time to be forgotten about. I don’t know about you, but I’ve drifted from the brands I used to shop with in my twenties as the models and styling no longer reflect where I’m at in life. And that’s me at 33 – imagine how my mum feels in her 70s? My mum is as stylish, playful and glamorous at she was when she was my age – yet by industry standards, she’s treated as invisible and irrelevant because of the decade she was born. Thankfully, JD Williams recognises the beauty of the in-between and has included an array of women in its ad while challenging the misconceptions we’re often led to believe as women get older. 

‘Nothing's changed, not really,’ begins one model, suggesting that that concept of ever being all grown up might be somewhat misleading. Feelings of imposter syndrome are still ever-present whatever your age while parent dilemmas don’t seem to disappear either. Your girls will always still be called the girls, and that incredible suit you’re wearing? No, it wasn’t borrowed off your daughter, thanks for asking. The advert is feisty, forward-thinking and gives the women featured a sense of independence and style identity that isn’t based solely on their age. Oh, and the fashion is really rather good too.

There’s no fading into the background here – the JD Williams summer collection boasts a fruit bowl of colour splashed across sharp tailoring, high impact dresses and brilliantly made basics that are designed to make you feel confident in the skin you’re in. There are standout styles that I can visualise me, my sister and my mum wearing without question and that’s exactly how it should be. When done right, style should feel timeless and it should know no bound - certainly not age. And there’s another way JD Williams are going the extra mile to ensure that more women can unlock their full wardrobe potential – their sizes. The majority of its own branded collection ranges from size 8 up to 32 for what surely has to be one of – if not the most – inclusive collection from a high street brand.

So whatever your age, style, size, I’m betting you’ll find a piece from JD Williams that you’d love to wear this summer. And to help you on your way, I’ve curated a few of my favourite pieces from the collection that I think will look incredible whether you’re 25 or 65. Discover them below.