“Hope” a new collection for grown up women
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.