JD Williams showcases its AW2023 Collection in a new advert, part of the retailer’s “Admit it, this age thing suits you” campaign, from agency House 337.

“If you believed the rumors, you’d think that middle-aged women have lost their style. Have forgotten how to party. Are passed it. And we probably stopped having sex a long time ago. We choose to be invisible, to play it safe, and we’re nothing but a hot mess. But who chooses to believe rumors, not you, right?” a woman asks viewers in the 30-second spot, which features a diverse cast of women sporting pieces from the AW2023 collection.

“Admit it, this age thing suits you,” an onscreen line reads at the end of the commercial.

The campaign debuted earlier this year, in May, with the launch of the SS2020 collection, and challenges harmful stereotypes around women getting older.

Shoppers can discover tons of amazing products across ladieswear, menswear, kids, toys, home, electricals and more as they shop with JD Williams.