To kick-start fashion week this September, JD Williams launched an epic event to celebrate the forgotten ‘Midster’ and put them on the fashion week map where they firmly belong. The event took place on the eve of London Fashion Week and set the standard for the week of runways ahead, in a show of age inclusivity.

Prior to the event, JD Williams staged a protest against ageism on the high street, led by Jilly Johnson. The protest was staged in response to recent research the retailer carried out about Midster attitudes towards what the fashion industry currently offers them. Results were resoundingly disappointing and found that a staggering 64 per cent of UK women feel the fashion industry puts ‘Midster’ women aged 45 and above on the scrapheap. The vast majority want to see more ‘real’ women of their age in marketing campaigns.


At the Midster Live AW18 event, guests entered a branded room on arrival where they were taken through a journey of the brands campaigning and also viewed the brands new ‘I AM’ ad campaign for AW18.


Following this, guests took their seats to view a stunning catwalk show which was presented by friend of the brand, TV presenter Lisa Snowdon. The show presented a diverse and show-stopping catwalk of well-known faces from previous campaigns, top models and the two winners of the brands recent Midster Model Search. Surprise guest Wilnelia Forsyth also made her catwalk come-back to much applause. The show also featured a click to buy functionality – allowing customers to buy the clothes they see on the catwalk. 

Following an epic show, the finale featured all models walking the runway in T-shirts proudly baring their ages.  The rest of the evening was spent dancing the night way to music provided by Melanie Blatt of All Saints.