Feeling more girlfriend than grandma

JD Williams is ripping up harmful stereotypes around getting older with its new SS23 campaign, devised by creative collective House 337.
Driven by research showing that after their 40s, women stop seeing advertising which reflects who they are (if they appear at all), House 337 has come up with a strategy which speaks to this new generation – one that is very different from how their mothers were at the same age.

With this Spring / Summer 23 campaign, JD Williams, the online fashion and lifestyle platform catering to midlife women, celebrates getting older, tapping into the confidence, self-assuredness and zest for life of women in middle age. It features a diverse cast of empowered older models, all giving it plenty of attitude, accompanied by lines like “No it’s not my daughter’s, and yes I still look hot”, “Feeling more girlfriend than grandma” and “Admit it, this age thing suits you”.

The message is that JD Williams sees and understands midlife women, and supports them in feeling their best with fashion, homeware and lifestyle products for the moments that matter – all without an elasticated waist in sight.

It’s a striking contrast to the way older women are typically shown in advertising – but chimes with JD Williams’ research which found a glaring disparity between those portrayals and the reality of their lives.

Launching on May 8, the campaign will run across TV, BVOD, OOH, radio, social and display until the end of June, with the7stars handling media planning and buying. The outdoor campaign will appear at iconic sites including the Liverpool Media Wall and Manchester’s Piccadilly Gardens Banner, among other locations around the UK.