N Brown’s JD Williams has been named as the new headline sponsor of ITV’s latest dating show ‘My Mum, Your Dad’, hosted by Davina McCall.
Airing this autumn, the ‘ground-breaking’ show will be solely focused on the celebration of mid-life relationships and will follow a group of single parents who have been nominated by their grown-up children to have another chance at finding love.
The outlandish series is seen as the perfect fit for the fashion brand, which has repeatedly called out the ‘invisibility’ of mid-life and is looking to showcase its commitment to inclusivity within the clothing space.
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“With its focus on changing the way the world views fashion, JD Williams’ mission is to inspire women aged 45+ to live their life to the full, on their own terms,” N Brown group brand and creative controller, Sam Walker said.
“That’s why we are so excited to be partnering with ITV’s latest dating show, My Mum, Your Dad. Everyone should be able to find love – why not at mid-life? JD Williams is all about making women feel amazing, and we are honoured to be a part of a ground-breaking dating show that’s focused on helping midlife people fall in love.”
‘My Mum, Your Dad’ will also enable JD Williams to connect with its key target audience (women 45+), whilst its ongoing commercial relationship with ambassador Davina McCall will help to solidify the partnership.
