London Women Celebrate Bridget Jones with Confidence and Style
As Bridget Jones: Mad About the Boy debuts in cinemas this week, a group of women took to the streets of London in control pants, paying tribute to the original “Big Knickers” icon. More than two decades after Bridget Jones first embraced shapewear in a now-iconic scene, midlife women are reclaiming their confidence and proving that fashion is about feeling great regardless of age.
JD Williams, a brand known for championing midlife women, organised a playful and empowering event featuring women proudly wearing big knickers, holding signs that read “CONFIDENCE HAS NO AGE LIMIT” and “BIG KNICKERS WILL ALWAYS BE SEXY.” The celebration aimed to redefine beauty standards and highlight the enduring appeal of shapewear.
The Power of Big Knickers: A Fashion Staple for Midlife Women
A recent JD Williams lingerie survey, conducted among 2,000 women aged 40-65, revealed that 80% of women regularly wear big knickers, underlining their continued relevance in modern fashion. Additionally, 79% said they would wear them on a first date, with many citing comfort, outfit enhancement (56%), a confidence boost (45%), and body-shaping benefits (44%) as key reasons.
Women today are not just wearing big knickers for practical reasons but also as a statement of self-assurance. JD Williams’ collection ensures that women of all sizes ranging from 8 to 32 can find the perfect pair of shapewear that complements their body and lifestyle.
A Nostalgic and Playful Tribute
The London tribute event saw women recreating one of Bridget Jones’ most memorable scenes by standing outside her famous London flat in their shapewear, confidently strutting through the Underground, and settling in for a special cinema screening.
Among the participants were TV personalities from My Mum, Your Dad Natalie Russell, Monique Payneeandy, and Maria Lopiano alongside models Aisha, Siddiqua, and Alison. Their presence added an extra layer of authenticity to the event, celebrating women who embrace life, love, and fashion in their forties and beyond.
Esme Stone, Head of Brand at JD Williams, commented: “Big knickers aren’t just about comfort—they’re about confidence. We want every woman to feel amazing, no matter what she’s wearing. Our range ensures all women can find their perfect fit, allowing them to feel comfortable and empowered in their everyday lives.”
Survey Insights: Underwear Preferences Revealed
The JD Williams survey provided further insight into the evolving relationship between women and their lingerie choices:
- Big knickers remain the most popular choice, while thongs (10%) and Brazilian styles (11%) ranked lowest.
- Black is the preferred lingerie colour (60%), followed by nude (21%), white (12%), and bright colours (5%).
- 52% of women wear lingerie for themselves, rather than to impress a partner.
- 15% wear matching underwear daily, while 46% prefer to choose their own lingerie rather than letting someone else decide.
Celebrity Endorsement: Gok Wan on the Evolution of Big Knickers
Celebrity stylist and JD Williams brand ambassador Gok Wan praised the shift in attitudes toward shapewear: “What was once considered an unflattering undergarment is now an essential part of every woman’s wardrobe. Big knickers can smooth, shape, and enhance an outfit, boosting confidence in a way that is truly empowering.”
Redefining Sexy: Confidence at Any Age
JD Williams is at the forefront of changing the perception of midlife fashion. The brand is proving that confidence is the ultimate definition of sexy whether it’s wearing big knickers, stylish dresses, or empowering lingerie. By offering inclusive sizing and fashionable designs, JD Williams ensures that every woman can embrace her body, own her style, and feel incredible at any age.
With Bridget Jones: Mad About the Boy bringing the beloved character back to screens, it’s clear that big knickers remain more than just an undergarment they’re a symbol of confidence, empowerment, and timeless fashion.
