The face of the current JD Williams campaign is Gok Wan, the television presenter and stylist best known for How To Look Good Naked. He has been the brand's ambassador since 2024 and fronts the spring/summer 2026 instalment of the ongoing 'WE SEE YOU' campaign. Curve model Annie Hawkins has also featured across JD Williams social media, commercials and print work.
Gok Wan has spent the best part of two decades working with women on body confidence and personal style, so the partnership makes sense. He joined the brand as ambassador in 2024 and has fronted every phase of the 'WE SEE YOU' platform since. His appeal to midlife women, the brand's core audience, comes from years of television work that treated real bodies as the starting point rather than the afterthought.
JD Williams put it plainly in a brand statement published on LBBOnline: "Working with our creative agency Motel and fronted by our brand ambassador Gok Wan, we're putting midlife women exactly where they belong: at the centre of the fashion."
The spring/summer 2026 campaign is the second phase of the 'WE SEE YOU' platform, which JD Williams built to address what it sees as a gap in fashion advertising. Midlife women are routinely absent from mainstream campaigns, and the brand wants to correct that. Rather than treating this audience as a niche or an afterthought, the platform puts them at the centre.
The 2026 campaign film was directed by Vicky Lawton, a director represented by production company Octopus, and created with creative agency Motel.
Annie Hawkins is a curve model who has appeared in JD Williams campaigns across multiple formats: social media content, television commercials and print. She is one of the few named models associated with JD Williams work in 2026, though the brand tends to keep its wider cast relatively low-profile compared to its ambassador.
JD Williams is part of N Brown Group, which positions itself as an inclusive fashion and retail platform. That shapes casting directly. The brand consistently uses models across a range of sizes, ages and body types rather than defaulting to a narrow standard. The 'WE SEE YOU' platform makes this explicit: the whole point is to reflect the women who actually buy the clothes, not an idealised version of them.
Curve models, women over 40, and models with visible differences have all featured in the brand's campaigns over recent years. The spring/summer 2026 campaign continues that approach.
Creative agency Motel has handled the 'WE SEE YOU' work since the platform launched. Director Vicky Lawton, a director represented by production company Octopus, shot the spring/summer 2026 campaign film. Keeping the same creative team across campaign phases gives the platform a recognisable visual style, even as the specific models and stories change.
The spring/summer 2026 campaign runs across television and digital channels. Previous phases of 'WE SEE YOU' aired on mainstream UK TV, and the brand uses social media heavily to extend its reach. If you'd rather not wait for a TV slot, JD Williams' own YouTube channel and Instagram carry the campaign films in full. The LBBOnline press release also links to behind-the-scenes material from the Motel production.
## Quotations > Working with our creative agency Motel and fronted by our brand ambassador Gok Wan, we're putting midlife women exactly where they belong: at the centre of the fashion. > — JD Williams (brand statement, LBBOnline) (https://lbbonline.com/news/JD-Williams-Champions-Main-Character-Energy-in-Latest-Campaign-Starring-Gok-Wan) ## Frequently asked questions ### who is the face of JD Williams 2026 campaign Gok Wan, the television presenter and stylist known for How To Look Good Naked, is the face of JD Williams' spring/summer 2026 campaign. He has been the brand's ambassador since 2024 and fronts the third iteration of the 'WE SEE YOU' platform. ### what is the JD Williams WE SEE YOU campaign about The 'WE SEE YOU' campaign is JD Williams' platform designed to celebrate and centre midlife women in fashion advertising, addressing their underrepresentation in mainstream campaigns. The spring/summer 2026 instalment partners with Macmillan Cancer Support to recognise midlife women affected by cancer. ### who created the JD Williams 2026 advert The JD Williams spring/summer 2026 campaign was created by creative agency Motel, with the campaign film directed by Vicky Lawton of production company Octopus. ### has Annie Hawkins been in JD Williams adverts Yes, curve model Annie Hawkins has featured in JD Williams campaigns across social media, commercials, and print work. ### why did JD Williams choose Gok Wan as brand ambassador JD Williams chose Gok Wan because of his two decades of work helping women with body confidence and personal style. His television background treating real bodies as the starting point rather than an afterthought makes him particularly appealing to the brand's core audience of midlife women. ## Sources 1. [JD Williams Champions Main Character Energy in Latest Campaign Starring Gok Wan | LBBOnline](https://lbbonline.com/news/JD-Williams-Champions-Main-Character-Energy-in-Latest-Campaign-Starring-Gok-Wan) (lbbonline.com) 2. [Annie Hawkins - Professional Profile, Photos on Mandy -](https://www.mandy.com/u/anniehawkins2/) (www.mandy.com) 3. [JD Williams New Campaign Stars Gok Wan for Charity - TheIndustry.fashion](https://www.theindustry.fashion/jd-williams-new-campaign-stars-gok-wan-and-supports-macmillan-charity/) (www.theindustry.fashion)