JD Williams launches a new body of research, showcasing midlife women can be confident and desirable at any age
As a long-term champion of midlife women, fashion brand JD Williams (www.jdwilliams.co.uk) orchestrated a show-stopping and playful activation that celebrates and empowers midlife women with signs that read “IT’S OFFICIAL: BIG KNICKERS ARE BACK”, “CONFIDENCE HAS NO AGE LIMIT” and “BIG KNICKERS WILL ALWAYS BE SEXY”, proving “Big knickers are not just for grannies – they can be confidence boosting under a more figure-hugging outfit and, they can be sexy too!”, said by Esme Stone, Head of Brand at JD Williams.
The icon, now in her 50s has come back to our screens just in time for Valentine’s, navigating the challenges of single motherhood and modern dating, while still embracing her quirks, vulnerabilities, fabulous underwear choices, and ultimately showing that women can be confident and desirable at any age. Due to a familiar scene to die-hard film fans, the ladies stood proudly outside the London flat in underwear and turned heads whilst strutting their stuff on the London underground and getting comfortable in a cinema screening room. The group included three ladies from the relationship show “My Mum, Your Dad”, a TV programme that champions finding love later in life – these included Natalie Russel (S.1), Monique Payneeandy (S.1) and Maria Lopiano (S.2) alongside models Aisha, Siddiqua, and Alison.
JD Williams is leading the charge and shifting the narrative, as well as demonstrating how confidence is the true definition of sexy, and women should love themselves and wear what makes them feel best. To support, JD Williams conducted a body of research among 2,000 women aged 40-65 (run through Savanta, a member of the British Polling Council) in September 2024 and February 2025, looking at two themes: DATING and BIG KNICKERS.
To support women on the hunt for big knickers, JD Williams has a range of sizes and styles ranging from 8 to 32 with matching bras too (cups from B to K). The products are designed to inspire and empower midlife women to find their perfect fit, embrace their shape, radiate confidence, and feel beautiful during the moments that matter most.
Celebrity fashion stylist and JD Williams brand ambassador Gok Wan, comments: “What was once viewed as an ugly piece of underwear that women were almost a bit embarrassed about, fast-forward to today, and big knickers are now a core piece to building an outfit, an essential in helping women feel sexy and embrace and support their shape. Undergarments can suck you in, push you up and smooth you out, contributing to a more flattering silhouette”.
Sara Bradley, Director of Product at JD Williams, said: “Sexiness is now coming from the confidence that comes with wearing the right, comfortable underwear. There has been a huge change in the perception of the product itself and how it makes women feel. There is a huge variety now. It is no longer the saggy, shapeless underwear that it used to be. We offer a wide range of styles with optimal full coverage, luxurious lace side trims and da delicate centra front box for added elegance.”
