Where Fashion Fits. But Which Famous Brand Am I Talking About?

We often feature less well-known businesses – in particular, those started up by enterprising 40+ women. However, I got to thinking that there are some really big, famous brands that I haven’t really had a proper look at. One of those is J D Williams whose tagline is Where Fashion Fits. I don’t know about you but when I think of JD Williams, I think of the wonderfully effervescent Lorraine Kelly bouncing about enthusiastically in TV ads wearing colourful dresses. But it turns out that there’s so much more to this company. It’s an online department store that sells a huge range of products – in this case, for 45+ customers and their families, with ranges for women, men, home and children.

Where Fashion Fits JD Williams real women models

So, as our style finds are so popular with CountryWives’ readers, I thought I would concentrate on what fashion JD Williams offers. My first impression of the JDW website is that it looks really happy. The women are normal everyday ladies just like you and me. I find that refreshing as, although an increasing number of companies like JDW now use real women as models, it isn’t always the case.

The company has been around for 159 years. Founded by James David Williams in Manchester in 1859, he took advantage of the introduction of UK’s parcel post service to send his company’s products direct to his customers. Today, JD Williams is still innovating, concentrating on fashion that fits and flatters older women in sizes 10 – 32. Patterns aren’t just scaled up or down for different sizes, they create unique silhouettes using real bodies not static mannequins. And JDW is a member of the Ethical Trading Initiative which works to improve the working conditions of people all over the world. I think their TV ad sums up their ethos beautifully:

So, which particular styles have I cherrypicked to show you? Well, like many women who work from home, I like to be comfortable when I’m tapping away at my computer. Which invariably means I’m wearing casual clothing. But what happens when I have to dash out to a business meeting? How to morph from ‘at home and slouchy’ to confident and professional? Annabel and I thought it would be fun to borrow a few pieces from JD Williams’ current range which, when added to what we were already wearing, would make us look instantly more businesslike…


“I like the generous sizes – made me feel comfortable, confident and a bit slimmer!

I’m usually to be found sitting at my desk wearing jeans, t shirt and furry slippers (or, if I’m up really early, my dressing gown!). Happily these Tapered Checked Trousers (£40) incorporate an elasticated section at the back of the waist. Which means they are such a good fit I can sit at my desk for hours in total comfort. Loved the (removable) tie at the waist and the hems have such cool detailing.

When it’s time to leave the house, I can just pop on the matching Double Breasted Checked Blazer (£55) and suddenly am suited (if not booted!). Instant co-ordination and the jacket looks equally good buttoned up or left open. Checks are on trend for A/W18 (if you care about that). Both jacket and trousers are machine washable by the way. I found them easy to iron too. Brilliant.

I don’t think anything quite gives a woman that all-important edge as well as leather does. So, in my book, it should be an essential item in all of our wardrobes. This Joanna Hope Longline Leather Jacket (£200) couldn’t be further from the ubiquitous biker jacket. It’s a much better option for all those of us that suit a longer length. Loving the clean lines, zipped pockets, soft and supple leather and easy-to-wear collarless neckline which shows off a necklace or polo neck brilliantly. Looks fantastic worn with most colours, including eye-popping brights and elegant neutrals. Endlessly versatile…


“I have to admit to being super impressed with the items I selected from JD Williams.”

Where Fashion Fits JD WilliamsThe Everyday Kate Slimleg trousers are so flattering and comfortable. The four-way stretch fabric works so well but is not clingy. It has a hidden MagiSculpt panel to flatten your tummy and don’t we all love that idea! I also love that they are machine washable and non-iron. At £35 they are excellent value.

Where Fashion Fits JD Williams

When I was ready to leave for my meeting I popped on the Window Pane check blazer (£45) which was so smart. I added a polo neck as the jacket sleeves are designed to look as if they have been pushed up. With the Kate trousers they make a casual pair of trousers into a smart suit. The red Twin Zip Detail Ankle Boots were fun and also very comfortable. The fitting was generous which means I could wear tights or socks. With zips on both sides they are stylish and practical and again the £40 price tag is affordable.

Where Fashion Fits. JD Williams

If I am carrying a tote with my work in it, I quite like to have a smaller bag for my personal items. This Lock Detail Shoulder Bag is both practical and works well with my outfit.

Joanna Hope Longline blouse JD Williams Where Fashion Fits

Finally the Joanna Hope Longline Printed blouse (I call it a dress!) for £55 is a clever and less formal way to look as if one has made an effort. I wore it as a coat – perfect for these blustery Autumn days and again the accessories work with it. It is a fun and fashionable way to wear a floral dress over trousers in the Winter.

Annabel and I think the JDW clothing we tried has been a bit of a revelation. Why not check out the JD Williams website – it’s definitely worth a look