JD Williams launches #SaveTheFlats campaign

Leading fashion retailer for the over 50s, JD Williams, is rallying consumers and celebrities alike to put their best foot forward and save the flat shoe, in response to the recent discrimination of an office employee for refusing to wear heeled shoes to work.
The campaign, which has been supported by Lorraine Kelly, comes a year after the notorious #FlatGate of Cannes 2015, in which guests were not allowed to walk the red carpet in flat shoes.
Whilst Susan Sarandon in flats and Julia Roberts in bare feet at this year’s festival suggest Cannes have now reconsidered their rules, it’s clear that this view has not yet reached British employers.
Flat discrimination fear now appears to be sweeping the nation, with JD Williams observing an 18% fall in sales of flat shoes in the last year. Celebrities too appear wary of stepping out without stilettos, Victoria Beckham is rarely seen without large flared trousers that hide her feet and it is often thought this is an effort to conceal the absence of heels.
Lorraine Kelly comments, “All women should be able to wear what makes them feel comfortable and confident at work. Flat shoes can be just as smart as heels and neither will affect someone’s ability to do their job!’

“I’m thrilled that Cannes have recognised this now, it was great to see Julia Roberts and Susan Sarandon embracing flats on the red carpet, proving that flats can look just as glam as sky high heels.”

While some celebrities do appear to be embracing the comfier side of life, Fiona Bruce, for example, was spotted presenting last Friday’s news in stylish flats, JD Williams is challenging others to forget flares and free the flats.

To support the campaign, the retailer is relaunching Flats Friday, a 20% discount offer across its entire range of flat shoes, first seen following Cannes in 2015.

Suzi Burns, spokesperson for JD Williams says, “It’s a shame that so many women feel confined to wearing heels for occasions or work, flat shoes can glam up any outfit and are often a much comfier option. We’re hoping that our Save the Flats campaign will encourage women to embrace the humble flat and feel confident and stylish with their feet firmly on the ground!”

Flats Friday will go live this Friday (20th May) at www.jdwilliams.co.uk where the full range of flat shoes can be found.

A recent You Gov survey commissioned by JD Williams revealed that 43% of women over the age of 50 are lacking in body confidence, 32% believe high street shops encourage older women to dress in a younger way and 12% feel negative about their feet.

Download press release as a PDF