Admit it, this age thing suits you

JD Williams challenges outdated stereotypes surrounding midlife women in an empowering new campaign for its SS24 collection, which takes us poolside with a cast of incredible, diverse models who are defying conventional wisdom and dressing according to their joy and attitude.

The latest instalment of “Admit it, this age thing suits you” campaign, created by House 337, champions the transformational power of midlife, encouraging women to embrace a new chapter and new freedoms of getting older – all through a lens of summer fashion.

A hero film celebrates self expression while roundly rejecting outdated, ageist stereotypes which say older women have “no idea how to dress” and “can’t bear to whisper their age”. It delivers a visual manifesto reinforcing how JD Williams disrupts the status quo and offers designs for every body to own their style, embrace their age, and channel their confidence in those sun-soaked moments.

OOH is another major part of the campaign. It also celebrates older women while challenging notions such as “dressing your age” and the idea that midlife bodies shouldn’t be seen in a bikini.

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

Lou Canham, Creative Director at House 337, said: “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.”

The campaign runs across the UK from 10 May to 31 July on platforms including TV, BVOD, OOH, radio, and social media.