For Spring Summer 2020, say hello to JD Williams’ new Fit Foundation collection, designed to help women feel their best through great fitting clothes.
Research by the online retailer revealed that over third of UK women aged 45+ say badly fitting clothes is their top shopping bugbear, and 16 per cent of those surveyed say a badly fitting pair of jeans is the item of clothing which is most likely to make them feel frumpy.
JD Williams have spent years talking to thousands of women, asking questions and analysing shapes using the latest in body scanning technology, to work out the secrets to great fitting product.
They’re confident that with its Fit Foundation collection of products, women will now be able to find the right fit and support, whatever their shape or size.
The new collection will focus on five key functions of fit:
Tummy control
A smoother, flatter tummy can be a real confidence booster. JD Williams have designed product to specialise in functions such as tummy control by adding panels to hold in and give a smooth appearance. Clever ideas like wider waistbands, Magisculpt technology and 4-way stretch make the skirts, trousers and dresses look super flattering.
Bum lift
It's all in the fit. A great pair of jeans is a wardrobe staple, and JD Williams have got the perfect pair to suit all shapes and sizes. From curved back waistbands to eliminate back gape, 4-way stretch denim to hug a curved body, to clever seaming for a lifted, perky looking bum. JD Williams uses amazing every-which-way stretch to give bums a boost, while cleverly placed pockets enhance curves.
Illusion wear
Looking and feeling your best can sometimes be a simple trick of the eye. Cleverly placed seams, contour shaping, and panels will help to create an instant looking slimmer silhouette.
Custom fit
One size doesn't fit all. That's why you’ll find little details like side zips, easy sleeves and stretchy secret waists, to give the best fit for each individual shape.
Flexible footwear
Comfort and style in footwear can always be a struggle which is why JD Williams have designed footwear with multi-fit insoles which allow customers to customise shoes to fit their feet - like a glove. From contemporary styles with flexible soles to a trainer comfort range, the online retailer designs styles to ensure women feel good all day and all night.
The collection will be available online at jdwilliams.co.uk from the 18 February 2020, in sizes 10 to 32. Prices range from £18 for a pair of denim shorts, up to £45 for ‘Shape & Sculpt’ high waist straight leg jeans.
