Davina McCall unveils "date-ready" womenswear edit with JD Williams

By

Sandra Halliday

Published
September 15, 2023

JD Williams and its ambassador Davina McCall have launched a “curated date-ready collection” for autumn. The timing is perfect given that McCall’s fronting a new relationship show, My Mum, Your Dad, that JD Williams is also sponsoring, so both are very much in the public eye at present.

The N Brown-owned retailer said it “has created a capsule wardrobe, alongside Davina, full of items that can easily be styled for the perfect date, that will carry through into the festive season”.

And it’s targeting the older consumer who’s facing the daunting world of mid-life dating, as well as those who might be in a long-term relationship, but who find that “thinking of how to dress for a special day or night with your partner can be stressful”.

The edit includes pieces by Nobody’s Child, Sosandar, Fat Face and more and features statement partywear and lingerie, more daytime-focused pieces, plus footwear and accessories.

As mentioned, JD Williams is the headline sponsor of ITV1, ITVX, and STV’s new show that kicked off on 11 September and runs for 10 episodes across two weeks. It follows a group of single parents from all over the UK who’ve been nominated by their grown-up kids for a second chance at love.

The brand’s marketing chief Esme Stone said: “Date night is for all women, not just the younger generations. Whether you’re single, divorced or happily married, dating, or having a designated ‘date night’ is important, and women want to feel their best. The new collection has a selection of pieces to suit everyone, from casual to partywear, and has been curated to take the stress out of picking an outfit for those more intimate occasions.”

It’s a good fit for the brand that specifically focuses on a demographic who’s interested in fashion but hasn’t previously had time to focus on it. With kids now grown up, it’s they’r embracing fashion but with a different viewpoint than they might have when younger.