JD Williams marks relaunch with new campaign

By

Sandra Halliday

Published
Jul 19, 2021

Following earlier news that Amanda Holden and Davina McCall had become ambassadors for N Brown’s JD Williams brand, the company has now unveiled its relaunch campaign starring the pair.

The brand has positioned itself as a destination for shoppers to find products that fit all aspects of their lives and personalities as it said women like to find enriching experiences. This means that while fashion has a big part to play, other products are in there too, such as lawn mowers, luggage and exercise equipment.

The new Womankind campaign's video and still images, devised by creative agency ODD, show the pair as far from ordinary women in daywear, evening wear and workout clothing as Holden shows off her trim figure and McCall highlights her fitness. 

The tone is definitely aspirational rather than the ‘accept your flaws’ approach that’s a favourite of many companies at present.

And it’s also very different to the more down-to-earth fashion-focused spots that were previously fronted by celebrity ambassador Lorraine Kelly.

McCall said: “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.”

Meanwhile, Holden added: “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.”