Bikinis embody shape of things to come for midlife women

Clothing brand JD Williams continues its 'Admit it, this age thing suits you' approach with this campaign for midlife women. Often traditionally sidelined as not having interest/expertise in fashion or being told irrational things like not to wear a bikini, these women are now being re-defined as being in their prime. Women whose family may have grown up, and who now have time to shift the focus back on themselves again, may simply find it fun/refreshing; others may think it's been too long coming from a cynical and exclusionary industry (advertising), and others still that it's of little interest because they never paid any attention to attempts to diminish their style standing or life enjoyment anyway. How does it resonate with you? The online retailer, which tends to present advertising that's easy-going and relatable, says it has the breadth of products to support the midlife woman’s every moment, at home and on the move. “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. ....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.”

Keywords: JD Williams SS24, midlife women, fashion for midlife women, House 337