Online retailer JD Williams to host fashion show celebrating women aged 45+ to ‘launch’ London Fashion Week
A staggering 64 per cent of UK women feel the fashion industry puts ‘Midster’ women aged 45 and above on the scrapheap, with the vast majority wanting to see more ‘real’ women of their age in marketing campaigns.
The study, carried out by online retailer JD Williams, also found that more than half of women aged 45+ are unhappy with what the high street has to offer their age group, despite 60 per cent of Midster women having more money to spend on fashion now than they did in their twenties.
Tackling the research head on, JD Williams will be staging JDW Midster Live AW18 – a celebration of fashion for women aged 45 and above, featuring a diverse cast of women all aged 45 and over!
Taking place on the eve of London Fashion Week, the retailer plans to set the standard for the week of runways ahead, in a show of age inclusivity. With the average model at London Fashion Week being just 17 years old, the catwalk show will be a declaration that fashion is for every age.
Featuring a mix of professional models, a surprise celebrity guest and two new model ‘faces’ – the winners of the JD Williams’ recent Midster Model search, which sought to find two unsigned models aged 45+ - the show will celebrate this ‘forgotten’ and ‘unheard’ demographic of women.
Taking place on 13th September at London’s One Belgravia, the event will kick start London Fashion Week and be live streamed on jdwilliams.co.uk with a click to buy functionality – allowing customers to buy the clothes they see on the catwalk.
CEO of N Brown Group, which owns JD Williams, Angela Spindler comments; “On the eve of Fashion Week we’re delighted to stage an event which caters to, and in fact stars, women aged 45 and up. Our own research has shown that Midster women want to see brands and retailers using women they can relate to – women their own age! It makes business sense too, as these are the women who have the most disposable income.”
The event will be a chance for the brand to celebrate and demonstrate its commitment, since it’s relaunch in 2014, to providing affordable fashion that fits the Midster woman. The brand’s fit capabilities will be on show with guests able to take part in a digital fit demonstration – showing how its fashion is made with the Midster woman’s changing figure in mind.
Guests will also be treated to a preview of JD Williams' new brand and advertising campaign, titled ‘I AM’, which will launch on TV and in print the following week on 20th September.
