JD Williams is a brand I have come to know through its advertising campaign featuring Lorraine Kelly. Lorraine has become a fabulous ambassador for women in my age group (50+) and I love her positive energy and refusal to be pigeon-holed as any kind of frump just because she’s the other side of 50.
It’s great these days to see a vanguard of sassy older women who are making the Fashion Industry sit up and take notice – I often cite Dame Helen Mirren as one of my favourites but there’s also Julianne Moore, Susan Sarandon, Diane Keaton, Michelle Obama, Christie Brinkley and Jane Seymour – to name but a few. In fact, I can’t remember a time when the sexiness of the over 50 woman was celebrated with so much fervour.
It’s even better to see that brands are joining in this positive movement to celebrate those of us who are no longer ingenues but who are in many cases absolute powerhouses of energy, confidence and knowledge. We are also the ones with the most disposable income so we are certainly worth listening to!
JD Williams is certainly one of these brands and I was recently invited to try one of their maxi dresses (you know me, just can’t resist a maxi dress). I was keen to see if they lived up to their reputation as a brand that has risen from out of the ether to be a major online shopping destination.
I was sent the Waterfall Bead Neck Maxi dress – £50 in a cobalt blue (it also comes in cerise) to try and when I tried it on it reminded me of the good old days of Marks & Spencer when the quality was always there and could be relied on consistently.
The dress, a size 12, was a perfect fit and was lined. The embellished collar contained beading that was securely sewn on (nothing worse than beading where one or two have come loose and spoil the entire effect) and the length of the dress was just right – skimming the ground without trailing on the floor.
This meant that it could be worn with flat shoes rather than having to find some vertiginous strappy sandals which, these days would mean the Husband having to escort me down the drive in case I take a tumble.
JD Williams has a wide variety of maxi dresses and there are a number of different brands under its main brand umbrella spanning not only fashion (Simply Be, Joe Browns, Lorraine Kelly) but home & garden (Silentnight, Denby, Yankee Candle) and electricals (Vax, Panasonic, Samsung).
I particularly love this Palm Print Lace-Up Back Column Maxi (£35), available in sizes 10 – 32.
|Palm Print Maxi|
or how about this one – the Joanna Hope Print Jersey Maxi Dress – £55.
|Joanne Hope Print Maxi Dress|
I’d also like to try this one from Lorraine’s own range – the Lorraine Kelly Floral Scuba Midi Dress – £50.
|Lorraine Kelly Floral Scuba Midi Dress|
JD Williams offers free next day delivery and a personal account where you can spread the cost of your purchases and at the moment there’s 30% off over 200 dresses. Definitely worth a look.
This is one instance where the advertising promises definitely deliver and I’m really looking forward to their AW16 collection.