JD Williams reveals the mature lady’s style code

Time to ditch your little black dress and finally say yes to horizontal stripes as JD Williams lifts the lid on the do’s and don’ts for successful style for the over 60’s

Leading internet and home shopping catalogue retailer JD Williams dispels the myths surrounding the mature woman’s dress code.

Diane Keaton wearing a turtle neck, Anna Wintour covering her knees, Carol Vorderman embraces control pants,Judi Dench wowing in a bright maxi

According to the latest research by JD Williams, women over 60 are twice as confident when it comes to knowing what to wear as those half their age. Showing to have increased self-assurance and a stronger sense of self to dress for who they are, as opposed to who they feel they ought to be. They are also five times more accepting of their body than women in their 30’s, and as a result are looking for a wardrobe that works with what they have, rather than what they might have lost as they enter their golden years.

Off the back of the research where over 8000 women between 30 and 70 took part in a survey on body confidence and style, JD Williams has launched an exclusive dress code to help the increasing number of mature women – who represent 24% of the female fashion market – dress with style, confidence and in clothes that fit their changing shape.

The JD Williams’ mature dress code
  • Time to ditch black, opting instead for navy which isn’t as harsh against a mature skin. JD Williams sells twice as much navy as they do black in its 60+ category. High fashion colours can often be a little too harsh against a mature skin, so JD Williams adapts trend colours to better suit a mature complexion
  • DO wear horizontal stripes. General perception is that these are a no go, however as a plus sized specialist retailer, JD Williams’ prints are designed to flatter the fuller figure and compliment the mature silhouette
  • Embrace the American tan. The Duchess of Cambridge has long been a purveyor of flesh hued tights as an alternative to sporting bare legs, to create a smooth skin and help contour the leg
  • Go for coverage over cleavage. JD Williams ensures its necklines provide a good level of coverage, however if you do wear a low cut dress, leave more to the imagination and wear a contrasting camisole to act as a cover, or you could always make up with jewellery
  • Be mindful of maxi maxi’s! Most women tend to lose a couple of inches as they get older, so avoid swamping a shorter frame with maxi that skims the floor instead of your ankles. JD Williams adapts its dress and skirt lengths accordingly to cater for women’s height reduction
  • Go for the right dress styles to suit a mature physique. Peplum is great to give a straighter waistline an added curve
  • Unleash your inner Diane Keaton with a light hued turtle neck jumper. The skin on the neck tends to age faster than the face, so sometimes more flattering to detract with a jumper or a patterned silk scarf
  • Don’t expose your knees. Unless you’re wearing a beach type cover up, regardless of how high temperatures may soar, a mature woman should never wear a mini, and instead opt for a maxi or midi style that just skims the knee. Bermuda shorts are a useful piece to cover the knee area in the summer
  • The great arms debate. Should or shouldn’t you expose your upper and under arms is a question many mature women keep up their sleeve (or not as the case may be!). All JD Williams’ short sleeved fashion offers generous coverage to help cover the bits you’d rather keep hidden. Alternatively you can layer up with a shrug or cover up
  • Nothing wrong with a little help from what lies beneath. Recent innovations in underwear and shape wear now make it comfortable and accessible enough to wear every day. Great fitting lingerie isn’t only about comfort and support, it can also be key in helping to smooth and define the mature silhouette

Ed Watson, Director of Global Communications, JD Williams Ltd said: “One of the biggest myths about mature women is that they are no longer interested in fashion. However the fact is that there are an increasing number of older women in Britain who no longer hold their age as a barrier to great style. You only need look to celebrity style icons who have passed their half centenary such as Helen Mirren, Joanna Lumley and Anna Wintour to emphasise having to forfeit style with age is indeed a myth…these women have become role models to mature women across the nation.”

Ed continued: “At JD Williams we have over 140 years’ experience in fit and fashion, and compared with the high street we offer women a wider choice of stylish clothes at great value that look and feel great, because they have been designed with the mature physique in mind, and designed to fit whatever your size. As women get older, their body naturally changes, which is why we don’t adopt a ‘one size fits all’ approach, and instead design clothes to fit and flatter the mature figure.”

Helen Mirren arm cover up & bold jewellery, Nigella rocks the horizontal stripe, Joanna Lumley coverage over cleavage, Demi Moore adds curves with a Peplum

About JD Williams

J D Williams & Company Limited, is the UK’s leading direct home shopping company, operating over 20 successful catalogue brands. The catalogues offer a huge selection of clothing and other products for all ages and sizes. All clothes are designed to provide the best fit at the best value, specialising in the area of larger size womenswear.
The company was founded in 1875 by James David Williams, who in 1882, was the first to make use of the UK’s parcel post service, to send his company’s products direct to his customers. The formula of providing quality, fashionable, value for money clothing direct to customers proved increasingly popular towards the latter end of the 20th Century and J D Williams enjoyed significant growth. This continuing growth has ensured J D Williams is the most successful direct home shopping company in the UK today, with over 2 million customers and 4,000 employees.

J D Williams & Company Limited is part of N Brown Group plc