"Rewriting The Narrative"

1 October 2023

30s

Just A Number

J D Williams flip the script on the depiction of middle-aged women in this sparky commercial. Directed by Amy Becker-Burnett, the empowering piece puts women of a certain age centre stage - and demonstrates how they shine rather than wilt under the spotlight.

Style is naturally the name of the game here, and each vignette is painstakingly designed in order to elicit maximum personality from its lead character. Whether taking a stand on a banquet table groaning with food or cutting a rug in a glittery outfit, it's clear that these women unapologetically play by their own rules.

Forthright in positioning its cast as both brimming with self esteem and eminently desirable - directly addressing the "stopped having sex ages ago" rumours with a saucy lingerie scene - it's a breath of fresh air in the style sector. Perhaps fashion's obsession with youth will end one day... and until then J D Williams are leading the ati-ageism charge.

UK

Women's Clothes