JD Williams showcases its Summer Life collection in a new advert, which concludes with the tagline “Your Life. Your Lifestore”.
The spot features three ladies enjoying sunny summer days dressed in comfortable pieces from JD Williams’ summer collection. At the pool they’re wearing the Magisculpt Ruffle Neck Swimsuit, the Magisculpt High-Neck Swimsuit, and the Simply Yours Plait Bandeau Swimsuit with the Beaded Kimono on top, in a tropical garden they’re wearing the Crinkle Pom Pom Maxi Dress in fuchsia, which has a tie back, pom-pom trim detail at the sleeves, and gathered waistband, the Joanna Hope Multi Print Maxi Dress, which features pleat detail to the side and a split detail to the front, and the Layer Maxi Dress with tropical print, which has a layered-over bodice and soft v-neckline. At a garden party, at night, they are sporting the Joanna Hope Print Gypsy Dress, which is in soft crinkle fabric with elasticated waist that can blouson over, is lined with a stretchy jersey knit lining and comes with self tie belt, the Fluted Sleeve Stretch Bardot Dress, and the Joanna Hope PU Jacket paired with the Joanna Hope Metallic Plisse Trousers.
The Ochre Built Up Strappy Cami, the Mono Print Embellished Trim Kimono, the Tie Dye Dress, the Striped Crepe Wide Leg Trouser and the matching Striped Crepe Longline Jacket are featured in the ad as the outfits chosen for a night walk on the beach. Footwear, accessories, as well as bistro sets and cushions, are also showcased throughout the advert.
The song playing in the background is the 2016 single “Good Time Good Life” by Banzai (feat. Erin Bowman).
Founded by James David Williams in 1859, JD Williams is the oldest company within the group it is part of, JD Williams & Company Ltd, which also includes Simply Be, Jacamo, Fashion World, Figleaves, Marisota, High & Mighty, Ambrose Wilson, Premier Man, Julipa and House of Bath.
This year, JD Williams rebranded to become JD Williams: The Life Store. The new look brand was announced in September 2017, the month which also marked the launch of a multi-million pound advertising campaign titled “A Colourful Life”, aimed at positioning the brand as an online department store for 45-60-year old women.