JD Williams has launched a new campaign celebrating the “rebellious spirit, energy, and effortless style” of midlife women.

The campaign, titled ‘We See You’, was created in collaboration with fashion expert Gok Wan and highlights the brand’s latest collection, which includes vibrant swimwear, chic tailoring, and comfortable dresses.

This comes as research from JD Williams revealed that 60% of women aged 40 to 60 have felt invisible at some point since entering “midlife,” and the campaign aims to change that by putting midlife women “living their best lives” at the forefront.

Esme Stone, head of brand at JD Williams said: “For too long, midlife women have been overlooked by fashion brands and misrepresented by society. It’s time to flip the script. Midlife isn’t about slowing down or feeling apologetic for wanting to feel seen – it’s about embracing a new chapter full of confidence, adventure, and self-assurance.

“Our ‘We See You’ campaign is about celebrating and empowering women who are rewriting the rules and embracing this vibrant life stage with unapologetic style and strength. Every piece has been curated to empower women to dress with confidence, embrace bold colours, and make a statement wherever they go.”