How JD Williams ambassador Gok Wan is giving fashion a 'fresh perspective' for midlife women

Hitting our screen in the 2000s, Gok Wan rocketed to fashion fame with his numerous TV hits, including How to Look Good Naked and Gok’s Fashion Fix.

Having worked in the industry for over 25 years, Wan turned 50 this year, giving him a fresh perspective on style, taste and fashion in midlife. Recently partnering with JD Williams, he has styled a new 'Midlife Redefined Party Edit' reflecting this.

Wan’s famous capsule wardrobe on Fashion Fix influenced women to streamline their collections in favour of a few well-tailored and timeless pieces. Almost 20 years later, his philosophy hasn’t changed.

"You need three or four piece of great tailoring," he says, "a blazer that fits your shape is timeless and versatile. Pair it with a clean, high-quality white shirt with classic details, and you’ll always look polished."

If we’re honest, most of us have probably hit midlife and still not found the perfect pair of jeans. Wan says to go for a brand you know and trust with your other pieces, "invest in classic, straight-cut jeans from a brand that suits your body shape." When it comes to cost, Wan says to spend on classic cuts and  "leave the fashion trends like deep flares or distressed styles aside".

Having recently teamed up with JD Williams – a brand known for championing inclusive fashion – Wan now styles its 'Midlife Redefined Party Edit' intended to offer timeless and well-tailored pieces for women of all ages and body types for the festive season.

"Whenever I take on an ambassadorial role I ask what is the brand trying to change? What do they stand for?" he says.

"Now we’re talking about the menopause more than we ever have done – thank you, Davina [McCall], you’re amazing – we’re talking about midlife way more than we ever have done before.

"I identify as a male and I feel pressure, but nowhere near like my contemporaries. I mean, I dress like a 14-year-old skater boy most of the day," he laughs pointing to his oversized flannel shirt, "and I’m a 50-year-old man! But no one ever questions what I wear, the moment it’s a 50-year-old woman – the tone shifts."

Wan says that being part of a campaign which is debunking social rules about midlife fashion is "amazing and it truly feels like it’s making a difference instead of spoon-feeding people what they should and shouldn’t be wearing."

For Wan, the phrase ‘midlife’ fashion is ineffectual – "We need to get rid of anything that makes women feel bad about themselves. Words like ‘trying too hard’ or ‘dressing too young’ – having to be ‘age-appropriate’. Don’t worry about looking young. The point is to look like you."

Having stepped into a new era of fashion, less has changed in Wan’s approach than he was prepped to believe. For him, midlife fashion is less about rules and more about rediscovering what brings you joy – "You should celebrate who you are – invest in yourself.

"Enjoy the journey of dressing and remember, your body is amazing, your style is your own and midlife is a time for joy, not compromise."

JD Williams first named Wan as its brand ambassador in August. He has since worked alongside its in-house team to support seasonal campaigns and style shoots, offer tips for customers, as well as taking part in interviews and brand advertising.

For this latest campaign, Wan has carefully selected a number of items alongside presenter Anna Richardson and singer Kelle Bryan to support midlife women looking for outfits to wear for party season, without sacrificing comfort.  

Wan brings his signature expertise to the edit, ensuring each piece is designed to flatter and celebrate diverse body types.

With metallic fabrics, elegant dresses, and accessories that complete the look, the new 'Midlife Redefined Party Edit' is a true reflection of his understanding of real women's fashion needs.