There definitely is hope. Brands are beginning to wake up to the fact that mature women are a growing demographic and that we continue to want to look and feel good in the clothes that we wear. We need clothes that are suitable for our changing body shape, that wrap, drape and flatter and also provide a pleasing silhouette.
Last week I was thrilled to attend the launch party of Hope a new range specially designed with us in mind and to interview Nayna McIntosh, founder and CEO.
Nayna and her team of 6 have 200 yrs of fashion experience between them, however even more important is that their average age is 51, they range in size from 10 to 20 and from 5.0ft to 5.10ft. They know the customer because they are that customer. Nothing goes into the collection unless the team can all wear it.
Nayna’s philosophy is simple. It is not about being age appropriate but self appropriate and wearing what works for you. Most of us have areas of our body that we like, it might be shoulders, legs or bums. Whatever it is we want to enhance those areas and play down the bits that we are not so keen on. By this stage in our lives we are fairly self aware and we need to be able to work with our bodies; however we need the tools for the job. When you wear an outfit that you feel fabulous in it is usually because the component parts of that outfit do just that, they bring out the best in us. This brand provides good quality, softly draped fabrics and even better most of the range is manufactured here in Britain.
Nayna was also adamant that the models she uses to show and promote the collection had to be authentic; to include women of a certain age, differing body shapes and ethnicity.
These clothes are easy to pull on, comfortable to wear and make you feel fabulous.
Hope is sold in two ways, firstly on the internet which continues to be more and more popular with our age range, who really likes trogging round the high street when you can try on items in your own home and check if they work with the rest of your wardrobe. Secondly in pop up boutiques, known in the US as trunk shows. This adds a personal selling experience that you can still sometimes find in independent clothes shops outside the big cities.
Hope want to make women feel “beautifully confident” I think they are going in the right direction.
At the moment Hope is only available in the UK. I would love to hear from my US readers if they would like to see the range available in the US. Do leave me a comment with your thoughts.
I’d LOVE to see this line made available in the U.S. The pieces really look gorgeous!
I went to see the full range this afternoon and it is lovely. They are working on getting the brand available in the U.S. I will let you all know when it is.
i love the sweater. LOVE it.
I turned out to be a slim in the trousers and I am probably about a 12. The founder Nanya is 5’4″ and she looked stunning in a pair of black trousers and the cream draped top the evening I interviewed her.
Yes, please, let them know we would love it in the States! That poncho in such a great pink and the pop on cherry red dress: I would buy those in a nano second. Very nice!
YES!!! I am loving that drape neck sweater in charcoal!!
Good question. I am very pear shaped and some of the styles I did not think would suit me really worked. I am going to be wearing and photographing some of the pieces soon. I chose the wide leg trousers with the grey one shoulder sweater. I also tried on the leggings which I paired with the draped tops most of which covered the widest part of my hips. The pop on knits were very flattering and so were the ponchos. The sleeveless vests were a bit skinny but could be worn as layering pieces. I surprisingly fell in love with the faux fur gilet which is on my wish list. Unfortunately the kimono jacket was out with the press but that is always a good shape for us pears.
Yes, please. There’s so little for larger women with simple lines and good fabric.
The North American market is definitely in need of options for curvy over 40 women. Shipping to Canada would be great!
I would like to see more of this line…I really like the dress at the top!
I live in Canada and would love to be able to order some of these lovely pieces online.
i would absolutely love to see the Hope line available in the U.S!
What about here in AU.
I am afraid not yet. I will let you know about any further developments.
Is her name Nanya or Nayna? You have it both ways. She’s backed by Lord Rose of M&S.
Hi Belinda Don’t know how that happened the text was checked by the PR. Apologies the name is Nayna. Have corrected it. She has good solid backing. She used to work for M&S.
Having such fun catching up on all your postings.Love the Hope collection and would love to see it in Canada.
Yes Hopefashion is a great range. They do ship internationally but I know that the duty is expensive in Canada and it can be quite complicated.