‘I feel much sexier in hot weather’

In case you missed it, This Morning star and Instagram style maven Jo Good was the guest of honour at HELLO!’s Second Act LIVE event at London’s chic Bankside Hotel – a celebration of midlife reinvention and empowerment. Jo arrived to the incredible event wearing a breathtaking, ankle-skimming maxi dress by Bella Freud that is bound to be the most coveted look of the season.

Here is exactly why her look worked, and why it’s time to rethink your own wardrobe.

Finding a dress that balances effortless comfort with high-fashion drama can feel like a sartorial tightrope walk. Yet, Jo’s choice – the Bella Freud maxi in a rich, earthy rust shade hit every single mark. What’s more, it’s on sale right now with 30% off.

For any woman navigating the unpredictable nature of midlife body shifts, this fabric is an absolute dream. But the real magic lies in the tailoring. The dress is completely sleeveless, balanced by a sophisticated neck tie that adds structure up top. And yes, it has pockets – because what is modern luxury without a place to casually rest your hands? 

Ditching the style rut: “Prepare to take risks”

What makes Jo such a breath of fresh air for women over a certain age is her refreshing honesty about her own style journey. She is the first to admit that even style icons can get complacent. Speaking on stage with presenter Ateh Jewel (who also looked fabulous wearing a Sister Jane dress), she revealed that her recent wardrobe evolution has shaken up her perspective.

© Amit Lennon

Talking about her gig as being a fashion expert on This Morning, she said that the show had made her re-think her own wardrobe. “Everyone needs a bit of help because we do get stuck in our ways,” she said. “Even if you go shopping with your girlfriends or your best friend, or partner, or film it in the changing room and ask ‘what do you think?’. Women are very honest with each other. I realise now that I’ve extended my outlook on high-street fashion. I was becoming very very limited in what I would wear… it was all designer labels and everything else … prepare to take a few risks because fashion has never been so accessible.”

Jo’s advice is a vital reminder for all of us: do not let your wardrobe become a fortress of safety. Mixing investment designer pieces like Bella Freud with accessible high-street finds is the ultimate recipe for a vibrant, contemporary look.

Shop Jo’s dress

Bella Freud ‘Sunday’ Dress

© Bella Freud

Body confidence and the power of the summer dress

In front of a captivated live audience, the conversation turned to the often-taboo topic of midlife sensuality and body confidence.

Instead of demurely brushing the question aside, Jo leaned into the microphone and brought the house down with her trademark wit and unfiltered candour: “Let the nipple shields fall off! I feel much sexier in hot weather. Hot weather really makes me value my body… it moves and it has curves. I love summer dresses, I just love a summer dress. Because I’m short, it elongates me.”