Fashion expert Gok Wan wants women to follow his three “golden rules” for dressing even better in autumn and winter
At some point in our lives, many of us experience a style slump where we lose our sartorial confidence and sense of identity with our clothing choices. However, JD Williams’ latest fashion campaign, supported by television style guru and consultant Gok Wan, encourages women aged between 40 and 60 to channel ‘main character energy’ through daring and statement wardrobe selections.
This follows the retailer’s national research revealing that ‘60% of women aged 40 to 60 have felt invisible at some point due to their age’. Yet age shouldn’t prevent us from donning exciting ensembles that make us feel absolutely brilliant – just consider 53-year-old Claudia Winkleman, whose styling in The Traitors is coveted by women across all age groups.
Discussing the fresh JD Williams Autumn/Winter 25 ‘We See You’ range, Vanessa Wilson, Head of Design at JD Williams, states: “Every detail has been designed with the modern woman in mind, making this collection a celebration of self-expression at every stage of life”, reports the Manchester Evening News.
“Print and pattern play a key role,” Wilson went on. “From striking leopard motifs to classic argyle and directional stripes, bringing energy to day-to-night dressing. Dresses in bold florals and luxe fabrics underscore our focus on confidence and wearability, ensuring every piece feels both trend-led and timeless, yet still comfortable for midlife women.”
Additionally, the retailer is presently providing 20% off all fashion and homeware items using the exclusive code TREAT. Backing this campaign, which offers garments in sizes eight to 32, 51 year old Gok Wan said: “This collection is all about confidence and having fun with fashion.
“I always say style should make you smile, and that’s exactly what the AW25 We See You pieces do – they’re bold, they’re flattering, and they let midlife women shine in their own way. It’s about celebrating yourself and feeling fabulous, whatever the season throws at you.”
The fashion guru has revealed three secrets to transform any wardrobe, starting with embracing double denim fearlessly. He explains: “Double denim has had a bit of a bad rep, but it’s actually really chic when you know how to wear it. Look for denim shirts cut like a blouse – with soft shoulders and an open collar – to keep it feminine and flattering.”
Double Denim
The Pure Cotton Mid Blue Volume Sleeve Denim Top, £38, proves perfect for achieving this look with its playful yet sophisticated puff sleeves and versatile collar that can be styled buttoned or relaxed. Crafted from 100% cotton, it features striking contrast stitching in golden thread that catches the eye beautifully, whilst the textured buttons provide an elegant finishing touch.
For a more feminine touch, Marks and Spencer’s £36 Pure lyocell Ruffle Blouse offers some added flair with its frilly collar and v-neck. Introducing a fun print amongst the denim is always a delightful twist, as well.
This could be something like the Denim Long Sleeve Floral Printed Blouse from Nobody’s Child. This sports a subtle ditsy floral print and is currently on sale for £55.20, down from £69.
Another exciting way to incorporate double denim into an otherwise dull outfit is simply by adding a denim jacket. Pair it with the same shade for a seamlessly put together look that is effortless, or mix different shades for some depth. We’re fans of this Indigo Cord Collar Denim Barn Jacket, priced at £60, which features a blue cord collar and a dark indigo body in a relaxed fit, perfect for layering a jumper underneath.
As for the jeans, Gok suggests: “A barrel or ‘banana’ cut jean gives a beautiful shape, especially if you’ve got a small waist and curvier hips. Then just add a pop of colour – a red shoe or scarf – and the whole look feels confident, stylish and ready for a night out.”
These £48 Anthology Indigo Barrel Leg Jeans, available in sizes eight to 32, create a truly flattering silhouette. Crafted from stretch denim fabric, these jeans are designed for both comfort and style.
Teamed with a denim blouse, red pumps and scarf, it’s an autumnal ensemble that packs a punch. These jeans are ideal for those who prefer a looser fit for various reasons.
With a cinched-in waist, they’re perfect for women with thicker thighs as the design skims over the hips and is loose in all the right places, offering a figure-enhancing look. The horseshoe style offers a similar aesthetic, like M&S’ Mid Rise Relaxed Horseshoe Jeans, priced at £40, which have also received the thumbs up from ‘older’ women.
One satisfied customer said: “Well made, true to size. Have washed well. I was a bit nervous about the shape – being an ‘older lady’ but these are super comfortable.”
Tonal dressing
Gok’s second tip is to embrace tonal themes, wearing one colour but in different shades. He explains how this is a fabulous and effortless way to appear more coordinated.
For instance, consider the JD Williams Burgundy Coated Straight Leg Jeans, priced at £35, and pair them with the Berry Bow Button Long Sleeve Cardigan, costing £36. The cardigan, adorned with charming bows, has received five-star reviews, with one customer gushing: “Fabulous cardigan. I’m a high street 14-16 in tops. I ordered the 12-14. and it fits perfectly. The colour is warm and rich, lovely and soft. The sparkly bows gives it a lift. Looking forward to wearing it in the cooler weather.”
To add some depth that looks beautifully autumnal, the Argyle pink and red jumper, priced at £36, would complement the burgundy trousers and create a streamlined look – although customers have cautioned that it’s ‘much longer than anticipated’ – so keep that in mind. Exuding seasonal allure, these pieces have a deep red undertone that looks incredibly chic as a set, playing with different shades.
While the jeans were praised for their deep hue, comfort and stretch, one shopper wasn’t too impressed with their ‘coating’ and commented: “The jeans are very stretchy but I didn’t like the feel of the coating. Lovely deep colour. True to size.”
For a finish that’s less glossy, New Look offers a pair of jeans in the popular barrel leg style for £39.99 in the same burgundy shade. Complete the look with some brown boots and, as Gok suggests, a borg textured jacket like this cream Anthology Ribbed Collar Curly Borg Zip Through Jacket, currently in high demand and priced at £36.
Alternatively, continue the burgundy theme with New Look’s Dark Burgundy Borg Button Through Jacket, £39.99. With its boxy, oversized fit, it’s perfect for layering and is described as: “So comfortable to wear. Ideal for cooler autumn days.”
For the party season, the brand offers a stunning sequin, tassel co-ord – the Joanna Hope Sequin Trousers and Tassel Shirt – that delivers a serious statement look. Pair with red ballet pumps for comfort, or add some red heels for a standout ensemble.
Faux leather
Finally, Gok declares that this season’s standout piece is the cropped, wide-leg faux leather trouser. A trend we can certainly embrace, the stylist pondered: “They’re wearable, flattering, and so easy to dress up or down. Pair them with a cream blouse with soft pleating, throw on a knit in a bold shade, and don’t be afraid to mix navy and black. Midlife style should be about confidence, not rules – one great piece can anchor your whole wardrobe.”
JD Williams’ Faux Leather Wide Leg Trousers, which are currently priced at £29.40, offer a gorgeous option in their tan shade that’s perfect for those who adore a neutral appearance. Customers have praised these trousers for their ‘good fit, roomy legs, nice quality’, and crafted from buttery soft faux leather, they’re a brilliant addition to pair with smart blouses or relaxed knits, such as this Julipa Fairisle cardi, £48.
This pairing produces a stunning silhouette with their front pleats and double button detailing that can effortlessly be styled up for the office or down for a relaxed Friday evening. For those who favour a black tone, the brand’s £38 Black PU Button Barrel Leg Trousers are ideal for the workplace as well as seasonal celebrations.
Customers have become smitten with these trousers with numerous buyers commenting on how they’ve garnered countless compliments whilst wearing them. One shared: “Bought in a size 26. They are gorgeous on, look amazing, great length and really comfy. Had so many compliments on them when I wore them.”
Another forecast they’d ‘sell out’ and remarked: “Stunning trousers look like real leather and fit is true to size. Perfect for a night out with heels or casual with trainers . Can’t wait to wear them.” Elsewhere, River Island’s Black Faux Leather Belted Wide Leg Trousers are £44 and feature more of a full-length fit for a polished appearance.
