N Brown’s womenswear business JD Williams has created its spring 16 campaign using an all-female crew and models, all over the age of 50.
The team consisted of stylist Caroline Baker (70), grey-haired model Yazemeenah Rossi (60), hair and make-up artist Charlie Duffy and photographer Wendy Carrig, both over 50.
JD Williams said it was “taking a stand” in an industry “obsessed” with youth and wants to represent the 58% of women that feel the high street only caters for younger people.
Angela Spindler, chief executive of N Brown, said: “Through our spring 16 look book, we wanted to address the lack of women over 50 used in adverts and promotional material. This age group is at the heart of everything JD Williams represents. It’s about time we saw more over 50 reference points for this customer.”
Caroline Nokes, MP for the All Party Parliamentary Group on Body Image, added: “JD Williams have positioned themselves as leaders in promoting confidence no matter what your age. Helping women to feel positive about their body image is a challenge that spans across all ages and JD Williams are pioneering a number of great methods to show the over 50s that they haven’t been forgotten.”
According to Saga and the Centre for Economic and Business Research, the over-50 market is one of the fastest growing customer segments. They spend £320bn a year, or around 47% of all consumer spending.
The spring 16 collection is available online now at jdwilliams.co.uk. Prices range from £18 for a lace up blouse to £65 for a suede jacket.