Womenswear retailer JD Williams has relaunched this week with a multi-category department store offer, partnering with brand ambassadors Amanda Holden and Davina McCall to celebrate its return.
Based on the insight that ‘grown’ women seek out enriching experiences within every aspect of their lives, the brand has reframed to become a destination for their customers to discover products for every facet of their life and personality.
McCall said of the partnership: “I’m so, so happy to be partnering with JD Williams alongside my longstanding mate, Amanda. I feel like I am entering a really lovely phase in my life. I feel more confident than ever, I feel comfortable in my own skin and I’ve stopped caring what people think. Being a grown woman means taking life by the horns and going for what you want. It’s really great to be working with a brand who embodies that attitude too.”
Holden said: “I’ve always seen fashion as ageless and we’re living in an era where we can take risks and be more ourselves. I make bold but classic choices when I go shopping and wear what suits my figure, but most importantly what makes me feel confident. This last year has surely shown us all that life is too short to care what other people think.”
As retailers emerge from the pandemic, the brand relaunch hopes to empower customers to indulge and become a go-to retailer for modern women.
The campaign launches with a hero spot, which is a celebration of womankind and the infinite individualities of grown women, positioning the brand as the partner to these women to own the life they want and seize confidence in their own skin.
The campaign was devised by creative agency ODD and produced by Image Partnership.
Nick Stickland, executive creative director at ODD, said: “We’re very proud to be a part of an exciting new future for JD Williams. The ambition to create relevancy for a business born in 1875 deserves respect for their heritage, while bringing both aspiration and a playful narrative to creating desire for their Emporium of Discovery.”