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JD Williams: No Clock
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Something happens when a woman turns 52. This is the average age when she starts to feel invisible*. She’s erased from culture, and even though she can have economic clout, she’s ignored by brands. Why? Since the beginning of time, ‘society’ decided that women perceived as past their required use are not worth paying attention to. Midlife women have been cowed, or vilified, by the myths surrounding this vibrant life stage—but not anymore. As the brand for midlife style, JD Williams is saying enough is enough. Ignore midlife women at your peril. For Autumn Winter 2023, they are putting midlife women centre-stage in a new campaign that takes those midlife myths head-on. Spearheaded by a 30-second TV spot, House 337 shows them as the fiercely stylish women they really are, turning them from invisible to unmissable, capturing the spirit that has got them this far and is fuelling a whole new stage in life. A cast of 50+ women are seen embracing all aspects of life, blatantly flouting the received wisdom around their age as a narrator repeats all the tired old rumours: “We have lost our style, forgotten how to party, are past it, probably stopped having sex a long time ago, choose to be invisible, play it safe – we are nothing but a hot mess.” House 337’s work rejects these mediaeval myths of midlife in all aspects of women’s lives, from style to beauty, their sex lives, to partying and hosting at home. This campaign follows on from JD Williams’s previous work celebrating women in midlife in their SS23 collection, and their role as sponsor of Davina McCall’s hit midlife dating show My Mum Your Dad. All these activities have helped JD Williams become the leading brand for rewriting the narrative of midlife.
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