JD Williams has launched its Autumn/Winter 2018 campaign, titled “I AM” and aimed at encouraging women, especially those over 45, to not be afraid to stand out from the crowd with this season’s latest looks.
The spot features five ladies – fashion blogger Anna, flame-haired vixen Annie, London native Paulina, who is half Nigerian, half Russian, Savi, and Rachel, a mom of three from London, rocking a variety of pieces, including a printed satin blazer and matching satine wide leg trousers, a Joanna Hope floral padded balcony and Joanna Hope floral midi brazilian, with the Joanna Hope Botanical Frill Robe on top, a spiced orange hem shirt dress, a single breasted smart coat, the Joanna Hope embroidered maxi dress, the Joanna Hope print maxi dress, featuring a digital leopard print with chain detail and flowers, a cross over front, elasticated waist and maxi skirt, the black bodycon dress, with hidden built-in control and cut-out front detailing along with a flattering length and sleeve, an eyelet detail jumper, which is available in black, flame red, indigo and ochre, and more.
“I AM not invisible, I AM not going quietly. I AM owning it. I AM walking tall.” onscreen lines read throughout the ad, while at the end the five women turned models for the retailer’s campaign, say “I am just starting it”.
The soundtrack music is the 2016 single “Good As Hell” by Minneapolis-based alternative hip hop artist Lizzo (born Melissa Jefferson), which is also featured on “Barbershop: The Next Cut” Soundtrack.
The collection also includes leather biker jackets, aviator jackets, practical parkas, warm padded coats, a variety of bags, footwear and accessories.
The retailer, which offers on-trend women’s fashion in sizes 10-32, footwear, accessories, gifts, home furnishings and electrical goods, invites you to open a personal account and only pay for the stuff you keep. In addition, you can get 25% off your first credit order and pay no interest until March 2019.