Fashion Fails Women 50+

A recent research study into fashion for mature women found that women over the age of 50 reported feeling let down by retailers. 61% said they felt their age group was forgotten by the high street and 66% said they would like to see more choice for their age group.

I have clients ranging in age from 14 to 85  and they all want the same outcomes, irrespective of their age. They want to look stylish and smart and wear clothes that fit and flatter them. They want to feel confident and enjoy a range of outfits that are appropriate to their lifestyle. 

So is there a problem? I agree that this older age group is not so well represented in advertising and on the television and cinema. In fact, I have trawled through hundreds of images from retailers to find pictures for this post and I couldn't find any! Women over 50 are one of the powerful consumer groups, spending more than £2.5bn per season on fashion, so advertisers, listen up, you're missing a trick. We have come a long way in changing attitudes towards size and we need to do the same about age. There are lots of role models to choose from and we need to remind the world that great style is possible at any age.

I believe that there is plenty of choice on the high street but it is not being marketed to 50+ ladies, even those brands that know their target audience is probably in this age range. I also think that there are other reasons  why women reach this conclusion. I've discussed the subject with my colleagues and clients and together we came up with a number of influencing factors:

• We've been told for years that men become distinguished with age whereas women just age!
• Change in body shape following childbirth and menopause may mean rethinking what suits.
• Fear of dressing younger than their years or fear of appearing frumpy.
• Neglected their own needs because priority has been given to needs of others e.g. children, teenagers, elderly parents. 
• Family and friends can influence in a positive way but they can also be negative.
• Loss of confidence following ill health or loss of a loved one, the likelihood of which unfortunately increases with age. 
• Tendency to compare to younger people or younger selves.

Now it's time to give these factors a positive makeover!

• The idea that men become more attractive with age.  To concur with this statement does little to help our gender. Could this 'attractiveness'  be something to do with the fact that men generally become successful and powerful with age. Their achievements and experience are celebrated. Hello, successful business ladies out there and hello to all the great Mums out there who chose to have a different career.
• Your body may have changed in size, shape and appearance but weight management, fitness regimens and healthy eating all mean that we can take some control of the way our bodies function and clever dressing can change the way we look. No one is perfect so don't fret if you have a tummy or wobbly thighs. 
• We all age differently and whilst some women will feel comfortable in wearing a shorter skirt another won't. There is no reason why a woman shouldn't wear what she wants, it's how she wears it that is more important. Dubious choices are rah rah skirts, thigh high spiky boots and dungarees but basically if your figure can take it, it's your choice.
• Women of 50+ usually have more disposable income and can afford to spend on themselves. Constraints on time should be less and it's perfectly acceptable to spend some time looking after oneself.
• The only person you need permission from to feel good about yourself is YOU! Finding out what works for you is the one of the best gifts you can give yourself. If you're funky and dynamic you want to reflect that in your clothing. Prim suits and matching shoes & handbags are not going  to do it for you and will instantly suggest frumpy.
• Loss and trauma are inevitable as we age but we can give ourselves a better chance of recovery by looking after ourselves and doing things that give us a boost and raise our self esteem. Looking good and feeling good is part of rebuilding that self confidence and resilience.
• "Comparison is the thief of joy" I love this quote by Theodore Roosevelt and there are many more similar quotes, such as "look in the mirror.. that's your competition". By all means admire people and be inspired by others but  don't compare, ultimately be your beautiful, unique self.

IN MY NEXT POST I'LL BE LOOKING AT WAYS IN WHICH WOMEN OVER 50 CAN LOOK GREAT.

Meanwhile, have a great New Year and best wishes for 2015.

TREND: UTILITARIAN

KEY PIECE: PARKA

Dunnes Stores £65

The parka has become one of our favourite outerwear pieces and with good reason. It's practical, cosy and versatile. Outdoor and rugged one minute and dressy the next. 

Miss Selfridge £65

La Redoute £75

HOW TO WEAR IT

Think about throwing it over evening wear. Keep it in the same colour family so that it looks as if you've given it some thought rather than just grabbed the nearest coat from your cloakroom.

Miss Selfridge

If you prefer a more ladylike look, keep an eye open for dressier fabrics such as silk and satin. A cinched waist will also help to give it a more feminine shape and details such as leather sleeves or pockets will add interest.

Curvissa £85

You don't have to pop the hood. Be playful and add a coloured knit hat for a sporty look.

Lipsy £14

KEY PRINT: CAMOUFLAGE

Camouflage print remains as popular as ever because its neutral enough to be versatile. Camo doesn’t have to be masculine; you will find the print on heels, ladylike bags and dresses whilst luxury fabrics also give a more feminine edge.

Michael Kors at House of Fraser £260

Missguided £39.99

Gerry Weber £85

Elevate these jeans by pairing with a ladylike jacket or blazer. 













Camo isn't drab when you add a pop of colour!

Gerry Weber £95

Miss Selfridge £35

Teamed with a pencil skirt or tailored trousers this jacket could make you queen of the office jungle.

Gerry Weber £160

A word of caution. Be subtle - if you go overboard with the print you will look as if you are in the military!

THANKS TO WWW. PRSHOTS.COM FOR ALL PHOTOS

BACK TO SCHOOL

A phone call from a friend prompted me to write this post. She was upset after a tussle with her 11 year old daughter about having to wear school uniform. For many youngsters last week's return to school no doubt brought excitement and fear in equal measure, especially for those about to start 'big school'.  Social media was plastered with proud parents showing pictures of uniformed youngsters. However, the school uniform can be one of the most stressful aspects for parents and children alike.

Wearing a daily uniform often coincides with the age at which we often feel self conscious and worry about body image. Fear of social rejection and concern that our appearance is in question may lead to avoiding situations and missing out on fun activities and making new friends. A poor body image often results in low self-esteem and negative thoughts can lead to eating disorders. Bullies often use appearance as a means to direct their jibes and torment, making school life a misery for some pupils.

Add to this the external influences such as magazines, advertising, film, television and the fashion industry, it's no wonder that parents and children find it one of the most challenging aspects of school life.

prshots.com/marksandspencer

So what can we do to help the transition go a little more smoothly? 

It's important to explain to your child that wearing a uniform has many advantages:

• it removes the decision about what to wear saving time, effort, worry and energy
• it gives a sense of belonging to a team & community
• it's a means of identification 
• it's less expensive in the long run than having to buy a range of clothing
• it removes some of the peer pressure about following fashion & trends
• it's the same for everyone irrespective of individual budgets
• it's practical and usually easy care
• it gets children used to a dress code and standard of dress which they may encounter in future careers
• it allows children to get more excited about 'out of school' clothes which gives them the opportunity to express their individuality

Your school will be able to advise you about where and what to buy. High street stores and supermarkets have made school uniforms affordable for everyone and many schools and parent groups have pre loved items for sale. Involve your child in the process and make sure that all items are comfortable to wear. Get them excited about the idea of wearing a uniform, reiterating the advantages. Encourage them to take pride in their clothing and make sure they know the basics of good grooming.

If you have any concerns you should discuss them with your school who will have encountered most issues involving uniforms including bullying. 

If you would like further information about body image and self-esteem take a look at the Dove self-esteem project http://www.dove.co.uk/en/Our-Mission/Dove-Self-Esteem-Project-Get-Involved/default.aspx an excellent resource for schools and parents.

I also offer a workshop for young people that is designed to help them understand that we are all unique and come in different shapes and sizes. It looks at the way in which we are constantly being fed unrealistic and unhealthy images of ideal bodies and faces and it helps them to gain perspective when exposed to these factors. Contact details are at the top of the page.

LOOKING THE BUSINESS!

One of my clients this week was a young woman who had recently completed her studies, gained her professional qualifications and had secured her dream job. She admitted that, during her studies, clothing hadn’t been a priority and that a casual wardrobe had seen her through university and most of her social outings. She pointed out that for her job interviews she had purchased a reasonably priced dress but realised that full time employment in a professional environment meant that she needed to give consideration to her working wardrobe.

So what is a working wardrobe? It’s two things: 1. a wardrobe that fulfils the demands of your lifestyle and allows you to express your personality and 2. a wardrobe of clothes that are appropriate for your work and help you to showcase your skills, competence and value in the workplace.

Being well groomed, smart and comfortable gives you confidence and reflects reliability and trustworthiness, qualities that you would want to project to your boss, client or colleague. Giving the right impression and paying attention to detail can pay dividends. Scuffed or dirty shoes could infer that your work could be shoddy and your attitude unprofessional. The bottom line is that the way you look can affect your career. 

If you are new to the company find out what’s expected. Most employers have a minimum standard of personal presentation and you need to find out what that is - ask if they have a dress code.
If necessary, pay a visit and observe workers leaving the premises and check out what they are wearing. You may work in a creative environment where traditional business attire may  be inappropriate, therefore, you need to ask what’s acceptable.

It may be that you have a work uniform but you can still look at ways in which you can make it look individual. Neutral colours are great building blocks for any wardrobe but a splash of colour can inject glamour and personality. If you don’t know which colours suit you best, get your colours analysed and also find out how colour can impact on your audience.

Next

Back to my client! What did we buy for her? We started off with a trouser suit. It’s practical, hard working and versatile. She can wear it with different tops and for more options she can separate the trousers and jacket to mix and match with other pieces.

Topshop

A classic coat like the trench will help her deal with the British climate  and still look stylish. 

Jaeger

Wallis

Jaeger

Wallis

Accessorize


All photos courtesy of prshots.com

A tailored dress, a couple of pencil skirts, a white blouse and fabulous belt mean she can still look feminine. 

 A great pair of shoes and quality handbag can elevate an outfit; a simple structured bag can give the impression of being organised.



Job well done!

SUCCESS FOR #STYLEHUNTERS

Our #STYLEHUNTERS event at The Guildhall Shopping Centre from 30-31st May in collaboration with Stafford FM and Go Ape has proved ‘extremely popular’ with customers in Stafford and ‘hugely successful’ with the centre’s management team.  

Last weekend #STYLEHUNTERS arrived at the Guildhall Shopping Centre where the team ran a treasure hunt and invited customers to follow a series of clues around the shopping centre that took them into twenty-four shops across the centre to seek the answers.

Anne Graham, Marketing Manager at the Guildhall said “We were absolutely thrilled with the response to the event. Over the course of the 2 days over 400 people followed the clues around the shops. The feedback from our store managers and our customers has been extremely positive and I think everyone has had a good time. We are very grateful for the support shown by Stafford FM who joined us for the 2 days and also to Go Ape who sponsored the event”.

First prize went to Kelly Bradley who completed the trail with her son Tyler and won the top prize of £100 of shopping vouchers. Two runner-up prizes of £50 of shopping vouchers went to Mark Davys and Kelly Griffiths and 4 prizes of £25 voucher went to each of people putting the best photos on the Guildhall’s Facebook page. They were Daisy Heys, Grace Hawkins, Aidan Doran and Holly. All of our winners come from Stafford and Stone.

Every participant received a free gift and there were spot prizes throughout the day including over £450 worth of vouchers to the Go Ape Forest Adventure and other prizes donated by Guildhall stores. A full gallery of the images from the event and snapshots of some of our spot prize winners can be seen here.

The #STYLEHUNTERS concept was developed by Hannah Jean of Find My Style and Laraine Robathan-Field of LRF Style as part of their Only On The High Street consultancy . We would like to thank everyone who made the event a success!

RETAIL THERAPY OR THERAPY FOR RETAIL?

I saw this little sign and it made me smile but it also made me think about what shopping has come to mean to us. We know it ticks a lot of boxes. When we get the outfit right, we look good so we feel good. 
A compliment about our purchase raises our self esteem and we know the influence of power dressing. Affordable fashion has encouraged us to chase trends and because it's cheap, we've been told it's okay to throw it away.  It's so tempting to go out and get our next fix or satisfy our cravings. 







Shopping for clothes has become a social pastime, it helps the economy and with faster and faster broadbands the next purchase is just one click away. Shopping has a massive influence on our wallets, self image and even our storage space. However, I pose a  controversial question. Are we buying too much and are some of us in danger of becoming shopaholics needing therapy for our shopping addiction?

Aargh I hear you say! Here's someone who makes a living from selling image telling us that shopping is bad for us. Not at all,  I acknowledge all the good stuff about shopping and I love seeing people transformed by their purchases. I love dressing up and a beautiful pair of shoes can still make my heart flutter.  However, I try to practise what I preach and be selective about my purchases. When I am tempted, I ask myself this question when I'm in the changing room, "do I like this better than what I was wearing when I came in?" 

I have discovered so many times, when I've been hired to edit and review a client's wardrobe, a little gem that they had forgotten they had or didn't know what to put with it. We can lose touch with what we already have and really we should look carefully at what we need to buy before we rush out to buy more. 

BEACH BOYS

Ever since Daniel Craig showed off his trunks  in Casino Royale, men’s swimwear has been under the spotlight. There’s a huge range to choose from, however, it’s just as important for guys to follow a few style guidelines as us ladies. I’ll keep this brief haha:

• Choose a style that flatters your physique in a colour that suits you.
• Decide if they are fit for purpose. If you are going to be doing a lot of swimming as opposed to posing on the yacht then you need practical and dependable fabrics.
• Board shorts should end at mid knee. Anything longer and you will look like a surfer which is okay if that's what you do.
• Forget thongs and mankinis.
• If you are average height to tall with a tidy body you will look good in most styles but try some pattern or bright colour rather than dark and plain.

Burtonmenswear/prshots.com

• Tall & thin - avoid vertical strips and go for horizontal. Full cut but not baggy, traditional board shorts will work, avoid skimpy briefs.
• Tall & big build - go for a dark coloured board short or opt for a micro pattern.
• Short with tidy body - you can go with trunks or boxers. Board shorts should have a shorter inseam. Make sure that they don't hang over over the knee, they will make you look shorter. Look for vertical stripes.

Matalan/prshots.com
Low contrast vertical stripes

• Short & thin - opt for trunks or slim fit boards with short inseam. Look for small pattern or low contrast vertical stripes.
• Short & contoured. Look for higher cut leg to give illusion of longer legs. Darker colours will be slimming and try vertical stripes providing they are not too bold. You may be better going for a bigger size with a button fastening than an elasticated waist.

WATER BABIES

A beach holiday would never be on my bucket list and for someone who has to be pulled screaming and kicking from her winter wardrobe, swimwear doesn't feature strongly in my wardrobe. In fact, I have one reversible bikini, one swimsuit and one cover up, all of which would be considered vintage!  I will confess to a few sun hats and several pairs of sunglasses. 

TU at Sainsburys

I know, however, that many people love nothing better and can't wait to put their holiday wardrobe together. Buying swimwear has to be one of our most strategic purchases, after all we are about to bare a huge amount of skin!  The same principles apply to choosing swimwear as to the rest of our outfits. We want to make sure it fits and feels good, accentuates our favourite parts and disguises our least favourite bits.  We want one in a flattering colour and style so that when we eventually hit the beach and drop the towel we feel confident.

Here are my thoughts on figure flattering swimwear:

Phase Eight 

• Think about what you need it for - do you just want to lounge around the pool or do some serious swimming. If it's the latter it needs to be practical and dependable, forget the bling.
• If you are a pear shape, wider at the hips, look for details and brighter colours on the top half and darker colours on the bottom half.
• If you're worried about your tummy, a one piece is the best solution or a tankini would be another option. Look for ruching at the waist to camouflage the stomach. Draw the eye upwards with a v neck or details at the shoulder.

  

  Marisota 




• Ruffles and frills give the illusion of more, so if you want to amplify your boobs go ahead with the details. A moulded cup with slight padding will also do the trick.



Dorothy Perkins

• If you are tall avoid vertical stripes, high necklines and solid colours. Look for patterns or two tone styles and brightly coloured swimwear. A plunging neckline will balance out proportions  and horizontal lines at the midsection will help to define the waist.                                                                        

Debenhams

• Petites can turn heads in prints but keep the the size of the pattern in proportion to   your size. The smaller you are the smaller the pattern should be.

George at ASDA

• For those with bigger busts  a halter neck will offer support and create great cleavage.  Shirring on the bottom half will draw the eye downwards if you want to divert attention.

Bouxavenue

• Sarongs and kaftans can cover a multitude of sins. Be stylish and find one that co-ordinates or matches your swimsuit or bikini.  If you are still concerned about exposing your bod remember that fabulous accessories can distract the eye as well as protect from the sun. Invest in a great pair of sunglasses, hat, flip flops and beach bag.

  

  Accessorize

  
  

  

  Debenhams

  
  

  

  Accessorize

  Happy Holiday!
  
  
  Thanks to prshots.com for all images

COUNT YOUR BLESSINGS

We are continually exposed to pictures of beautiful people and it's easy to fall into the trap of comparing ourselves unfavourably to these unrealistic ideals. Whilst some are undoubtedly natural beauties we also know that the photographs we see have often been airbrushed, the best lighting will have been used and a team of expert make-up artists, hairdressers and stylists will have brought their skills to the shoot. So someone may not be 'perfect' but the rest of the world can be made to believe that they are! 

Chances are that the person being photographed has some insecurities about their appearance that we wouldn't have even noticed or seen as a flaw. I once met a 'Miss Universe', who having won the contest, had her lips surgically enhanced. I was puzzled as to why a woman who was considered to be one of the most beautiful women on the planet (oops Universe), needed that treatment. However, many clients later, I have come to realise that everyone has moments of self doubt and negative self esteem.

Well it's time to be kind to yourself and think about the positives! I want you to think about your 3 best features and write them down. If modesty prevents you from thinking like this or you're not sure, ask your friends and family and think about compliments you have received. Next, think about ways to draw attention to and accentuate those features. Likewise, consider ways of deflecting attention from those parts of your body you are least happy with. 

Remember to use eye catching details to draw attention to the part of your body that you want to emphasise.

For example, if you prefer your legs to your arms invest in fabulous shoes to draw attention to your pins.

Office

If you want to divert attention from your hips and thighs, draw attention up to your face and neck with eye catching earrings or scarf.

La Redoute

If you've got a fabulous back show it off in a backless dress.

www.olvistrend.com

If you like your thighs, skinny jeans will reveal your shapely assets, however, if you think your thighs are too full then counterbalance them with a boot cut jean.

La Redoute

La Redoute

If you are concerned about your arms keep them covered and look for 3/4 length sleeves that finish at the slimmest point of your arm. If you've got pretty and well toned arms, show them off in a sleeveless top.

 River Island Clothing Company Ltd.

If you think you've got great abs show them off in fitted tops and sweaters but if you are worried about a bulging tummy disguise it with ruching or an empire waistline and at all costs avoid low rise jeans.


Flatter a great cleavage with a v-neck top or draw attention to it with a pendant necklace. A ruffled neckline will highlight your décolleté.

La Redoute

Fenn Wright Manson

www.vestryonline.com

Use colour strategically, remembering that as a general rule dark colours minimise and light colours highlight. Likewise fabric finishes can reveal or conceal. Matt fabrics will minimise and shiny fabrics maximise. 

Stripes are a great way of creating illusions, vertical lines will elongate and horizontal lines will widen.



All images from www.prshots.com

Trend Liberation

The good news about the coming season is that anything goes.  The key message is to be relaxed and to express your individuality rather than be dictated to or reprimanded for not wearing the season's 'in' colour or shape. Women everywhere, of all shapes and sizes and of all ages have cried out for fashion that fits with their moods and personality and gives a versatile and varied wardrobe. Ladies you won't be disappointed, a cornucopia of wearable trends await you. Just use your imagination and remember the idea is for you to own the look not the other way round! 

All images http://www.prshots.com

Welcome to the fold. Pleats or origami folds make for super sharp tailoring.
Skirt from River Island

Anorak or trench? Thankfully, planet fashion meets planet practical.
Ovoid mac from Next

It wouldn't be spring without  florals.
House of Fraser floral prom dress

Glossy silk and satin gives the sporty bomber jacket
über glam. Team it with jeans and heels for evening.
Marks and Spencer Limited Edition Jacquard Bomber

Battered, frayed, patchwork,
or faded. Ladylike or street smart, denim
remains a favourite. Denim shirt dress from Next

Bling it on! Embellishment continues its appeal
 Skirt from River Island 

A quiet word or two!. Typography is in abundance.
Be subtle with this one. It's not about making
 headlines. Sweatshirt from La Redoubte

Sheer, transparent, will-o-the wisp fabrics and floaty layers add a touch of romance.
All items from Marks and Spencer

There's nothing square about checks, gingham and plaid.
A roll over from last season but in lighter weight fabrics.
Trousers from River Island

It's a work of art. Fierce tribal prints, bold colour palettes and oversized add ons feature strongly as do tassels, trims and other exotic embellishments.
Dress & bag from River Island