In The Summertime - A SS15 Preview from JD Williams, including the new range from Lorraine Kelly

On a grey Thursday morning in the heart of Soho, JD Williams were getting ready to inject some sunshine as they loaded their rails with lots of colour and sparkle for their SS15 press day. Arranged to be previewed the same day the first UK report looking at issues faced by 50 plus women dropped, it was encouraging to see a range of stylish, fun and fashion forward items on show.

The report which was commissioned by JD Williams in association with YouGov, showed that body confidence, shopping behaviours and attitudes towards ageing were all big issues for females over 50. It highlighted an older population who felt neglected and under represented from both the media and the highstreet, and it was so wonderful to see how that had been taken on board with the range presented to us today.

Whilst official press photos showing the clothes on a variety of older women are currently embargoed until the collection drops early next year, I can tell you now they are stunning. It's also important to add that whilst the range is designed with the older generations in mind, it doesn't mean it won't appeal to those of a younger age too. In fact as someone in their early 30s, there are quite a few items which I cannot wait to get my hands on!

Lorraine Kelly for JD Williams. Images (c) JD Williams.

Lorraine Kelly for JD Williams. Images (c) JD Williams.

Lorraine Kelly for JD Williams. Images (c) JD Williams.
Whilst JD Williams currently have a fashion edit from Lorraine Kelly called "Lorraine Loves", this is the first collection actually designed by the TV personality. The range will be available in a UK size 12 - 32, and takes inspiration from catwalk trends with citrus flashes, floral prints and a range of modern geometric and abstract prints. Clever tailoring catered to what the research showed they wanted, with slightly higher necklines and clever darting to show off their style without compromise in a comfortable way.

The range will be available on the JD Williams website from January 2015, and it's hard to pin down my favourite item. The biker jacket which has been given a softer edge with their blue and peach colour ways are stand out pieces, as are the biker trench, geo print coat and dreamy polka dot dress. The price points are brilliant value too, with items ranging from £29 for an embellished top to just £75 for a jacquard coat.

The SS15 event also showcased what was to come from the JD Williams main range, with lots of inspiration coming from the 60s and 70s. Whether you want to channel your inner Twiggy, Jackie-O or Woodstock reveller, there was something in this collection for you.

Images (c) JD Williams.

Images (c) JD Williams.
The collection contained a huge mixture of prints and strong colour palettes combining bohemian chic with smart tailoring. Pastel colours were also prevalent for the first phase of the collection, with summer florals and citrus twists setting of Mediterranean vibes in the latter part of the season.

After seeing the collection today, it blew my expectations away. JD Williams have proved that 50 really doesn't have to mean frumpy, and have genuinely succeeded in creating a fantastic range which will see the 30-something daughters wanting to rummage through their mum's wardrobe.

The SS15 collections will drop early January, and in the meantime you can shop the current season here.

Until next time,

(All photos (c) Diana Thompson / Fashion Loves Photos unless otherwise stated. Please do not reproduce without written permission.)

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