Article by Ceri Wheeldon
There is a constant feeling that most retailers are choosing to ignore women over 50 when it comes to clothes. There seems to be a lack of interest in listening to what women of our age really want to see in the high street. It seems ridiculous, given the fact that more than 11.4 million women in the UK are over 50 ( more one third of the female population and almost 40% of the female adult population ) that retailers feel we should be ignored. We should be seen and our views heard!
Dresses with sleeves are one element, but what other aspects should retailers be taking into account if they want to encourage we fabulous women over 50 to part with our money ?
What women over 50 say they want from clothes retailers
Discussions on twitter and facebook on this very subject highlighted the following:
- More attention to dress length – knee length or just below seemed to be the consensus, with concerns that flared midi length could look frumpy, while too short is not a flattering look.
- Sleeves all year round – including summer
- More structure for the upper body
- More built in or ‘secret’support
- More high quality natural fabrics
- More generously cut sleeves for the upper arms
- More forgiving waists (but not necessarily elasticated!)
- Better dart placement
- Wider straps/shoulders on sleeveless dresses to cover bra straps.
- More style – less frump
Please add your thoughts to the comments!
If you would like to add what you would like to see more (and less of) in the comments below, I will approach retailers with the full list – if we voice our concerns constructively we may find one or two prepared to listen!
11.4 million of us deserve to be heard!
Ceri Wheeldon
Ceri is Founder and Editor of Fabafterfifty.co.uk She is also a headhunter with 20+ years experience working on international assignments and offers a jobsearch coaching service to jobseekers
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There is a sea of 45+ women who give up on dresses because there simply isn’t any designed and made with them in mind. Designers are doing themselves no favours because, once dresses are abandoned, it is – in my opinion – quite hard to tempt women back into them.
I want to wear stylish COMFORTABLE shoes! I want heels but not over 4 inches. I do not want to look like I am wearing my grandmother’s shoes. I love so many shoes out there now but someone told designers that 4″ or higher heels are what’s “in”. Seriously? I would buy a LOT of shoes if they were available.
Great article – less frilly fussy stuff around the bust area, an end to the pregnancy smock look (I have now waited about 4 years for this to vanish) and a selection of clothes that Sophia Loren would wear, well tailored, simple, stylish. Please
Totally agree with Angela about the “pregnancy smock look”. I too have been waiting patiently for this horribly unflattering trend to disappear.
Good list. I was at a gathering of 45+ women the other day and I noticed we were all a similar shape, whatever dress size: we were all relatively small-bottomed and slim-hipped, but had extra poundage round the waist and slightly hunched shoulders. So definition around the shoulders is much-needed, something neat and slimming – that means no drop-shoulders or raglan sleeves, nothing that adds to the slouchy effect.
A shaped bust is a must – gathering or darts, or a sculpted empire line are flattering to the large and small-bosomed figure.
We need proper sleeves, and by that I mean straight, unfussy coverage that goes almost down to the elbow. So many dresses have a bit of s sleeve – which is effectively useless. Presumably they’ve just been trialled on slim-armed young models and then scaled up. Designers, LOOK at a middle-aged woman’s arms, and SEE what area needs camouflage.
Because of the thickened waists a lot of women this age have, a top or dress that skims is nice, falling from under the bust. Stretchy pencil skirts can look great if the waistband is camouflaged with a top that covers. I myself find without fail that if a pencil skirt fits my wast, it’s too big on the hips, so lycra or elastane in the material is a boon. That ensures a snug and sexy fit all the way down.
And lastly, please stop flooding the racks with jersey. I’ve never known a less flattering material, especially when gathered or draped. It can easily add a stone. How about secret support – the Spanx effect, if you like – and then some floaty, non-clinging, flowing material over the top like polyester (which is also super-easy to care for and never creases).
(On a personal note, I’m bored sick of animal prints! Stop thrusting them at the middle-aged please.)
Interesting that you should mention the shoulders – I put shoulder pads in most of my clothes! Although some of my favourite dresses happen to be jersey – all self lined from Isabella Oliver and Ceme London
Hello Ladies
This is my first visit to the fabafterfifty website but I can see myself becoming a regular visitor! I felt compelled to respond to your comments about what you want to wear and as the owner of an independent boutique catering predominantly for the 40+ market it is an issue close to my heart!
I’m in my 40′s and I use my own Mum who is a stylish 60+ Grandma as a role model for my buying trips! She buys all her clothes from me now! I find that more and more 50+ ladies are turning to independent retailers to help solve their wardrobe dilemmas rather than the high street multiples. Although I do regularly recommend M&S for basics!
You will find that independents who do stock designers who cater for the 50+ market do use more generously cut patterns with a more flattering fit and hopefully (I can only speak for my own shop here) you will receive an honest opinion with good old fashioned quality customer service! I think it is important to try different styles and shapes as you can sometimes be pleasantly surprised as long as you trust the opinion of either your shopping buddy or the ‘retail therapist’ (I prefer this term to sales assistant!)
Angela, you are right, the smock like pregnancy look is not flattering although some smock styles are shaped and more nipped in at the waist which offer a much more flattering look whilst still hiding any unwanted lumps and bumps.
Kate, I agree…. many garments do seem to be trialled on slim young models and then just scaled up but there are designers out there who are taking your comments on board and I promise I will not give up in my quest to solve the continuing problem of ‘what do women over 50 want to wear!’ It is possible to look fabulous AND feel fabulous at the same time!
PS, Cindy, Clarks do a great range of comfortable, stylish shoes now! With heels! I find a wedge heel to be most comfortable with a hidden platform as I’m on my feet all day!
Great article & some excellent comments especially Cindy’s regarding shoes which either seem to be knitting needles, frumpy ‘Queen Mother’ heels or totally flat. At the risk of sounding middle aged why is it so difficult to find comfortable flattering court shoes?
Agree wholeheartedly with the need for shaped bustline and definitely elbow length sleeves – not fussy or puffy, simply smooth and gently fitted. My biggest gripe is with the obsession with black. It’s incredibly draining especially when worn next to the face and neck. What about all the other darker shades out there such as chocolate, navy, olive green and charcoal? So much more flattering!
Being tall I have problem buying a dress or top long enough. I saw a top the other week which was a lovely length and actually had some shape to it. I thought it was a bit expensive for a top but as I really liked it, I bought it. I later looked on the shop website to see if they had any other similar styles. It was then I found out it was actually a dress!! Needless to say I will not be wearing it as a dress as it doesn’t even cover my modesty!!
I see a dress I like but more often than not it is too short and no hem. I find it very frustrating. I would also like shops to make ladies trousers with actual leg measurement (as for men) “Long” are sometimes still not long enough or too long. M&S are the worst ones for this.
I want to look trendy, without looking ridiculous. I find so many of the ‘classic older woman’ shops assume; either we all have pots of money, and/or we want to dress for ascot every day!
By altering the cut of many of the younger styles, we could be well catered for.
And my biggest annoyance, for all age groups, why do manufacturers still think we all have nipped in waists, as if we were wearing boned corsets? Women haven’t had small waists for a couple of decades!
I agree wholeheartedly with the comments made here.
My own problem is not just the expanding waistline but the tummy/midriff.
I’ve had to accept the fact that, although I’d love to be able to wear figure hugging dresses and skirts in slinky materials, I don’t have the figure for them any more. I know I should exercise more but, with one metal hip (that may need to be replaced as its’ 10 years are up and the other one rather creaky, exercise consists of walks when I’m not jumping in the car to get to places in a rush.
Put simply, I don’t wear dresses very often because I don’t like what I see in the mirror and, if I don’t, why should I inflict it on anyone else? So I’m left with skirts/trousers and loose fitting tops. Also, I do wish designers would stop making tops with elasticated sleeves!
I have quite broad shoulders so I’ve never really needed shoulder pads but the ‘slightly hunched shoulders’ comment is something I think we suffer from without knowing. If I stop and think about my posture, I realise I’m doing it too and then stretch my neck and shoulders!
I love this site! I am from the US and we have the same issues with clothing. I agree with everything everyone has stated so far, particularly shoes that are stylish with lower heels and clothing other than maternity-looking shapes. My pet peeve is belly-revealing blouses, t-shirts, and other tops that barely cover your mid-section. I am a visual merchandiser and I like to layer with t-shirts because I need the ease of movement while on ladders, etc. Every shirt I find reveals way too much or looks unprofessional . Casual clothing is just as important as dressy and career clothing. We have nice independent boutiques as well, but most are very expensive as opposed to high street shops. A true dilemma for us all!
I prefer 3/4 sleeves, a lowish neckline (to elongate my neck and detract from the double chin!) with some gathering or ruching underneath the bust then looser down over my tum. I was lucky enough to buy 3 similar dresses in different colours from Wallis a couple of years ago. I wear them as tops over trousers as I am tallish. Unfortunately I have nearly worn these to death now, as they haven’t had anything similar in since! Doh!
Finally. I’ve been wishing for this for a long time.
YES! I do so agree. And why is it necessary to spend so much just to look reasonable – why can’t High Street stores such as Marks and Spencers actually provide a reasonable range of women’s clothes with features such as those above. As shown, there are lots of us potential customers out there.
I am constant frustrated by the style of clothes for ‘older ladies’. I do not want to be classed as middle aged and be subjected to the designs that go with the modern designers conceptual image of what that should be.
I am still sexy and vivacious, with an hourglass figure not a size 4/6, but I want modern, stylish and flattering clothes.
Wake up designers and retailers and remember who has the greatest spending power now and into the future. Frumpy we aint!!
A neckline that doesn’t require a scarf to make it wearable! There are too many boat-necked outfits out there and too few round necks or shirt necks. I’m plus sized and fed up with badly cut clothes that are simply scaled up from size zero – so the neckline is out here. Oh, and my other pet peeve is specialist mail order firms like Marisota and Simply Be that won’t actually sell you anything! Why on earth can I not choose an outfit from their website and buy it? I don’t want them opening a credit account for me, and I certainly don’t want them recording a credit search against my name, but they won’t sell me anything any other way! No sale!
Oh, and my mother is in her 80s and has the same problems but add in loss of height and you also get the lack of petite lengths.
Yes to what everyone has said about sleeves and necklines.
But some of us still want fitted clothes. The constant re-sizing of clothes, especially to make the waist bigger drives me mad.
I’m short, size 8 but have a full-bust. Loose things just make me look like a blob. I need fitted clothes as much as I did when I was younger.
Just because I wear a smaller size doesn’t mean I don’t have a problem buying clothes. Smaller women can’t easily buy on the high street either, unless we want to look like mutton dressed as lamb.
I just want to look like rather chic mutton.
Hello ladies
I had an interesting (and quite difficult) experience recently re my clothing.
I was widowed (at 53) 2 years ago and suddenly didn’t know myself – this affected my choice of clothing enormously – I simply could not wear most of what was in my wardrobe – all having been bought for a different person…… whilst what we wear/look like is not the most important thing on the agenda of life – in terms of re building life after such a huge and shocking event and finding confidence to move forward – it became quite important to me.
It took a while but eventually I found my ‘style’ simply by looking in new places.
I don’t feel middle aged and so I don’t shop middle aged. For the first time ever (really) I bought jeans – loads and loads of jeans. I started with Boden (their on line sale) and eventually moved on to other similar companies. I found Seasalt who do a great line in dresses that really do fit as well as tunic tops which are extremely helpful in covering muffin tops and midriffs
I found that there is choice out there its just about finding it…. of course care has to be taken not to buy/wear items that are clearly too young … my daughter did raise her eyes at at pair of zip sided shoes I bought recently (a bit racy she thought).
I agree with previous comments – if we shop where we are directed to by the ‘middle age clothing’ designers – we are likely to be either busting our budgets or looking/feeling frumpy.
Whilst I am really sad to find myself without my wonderful husband at such a young age – I am however pleased to have been pushed into looking elsewhere for the new me…. so my recommendation is to expand horizons – some of the on line shops are great as they often publish customer reviews of their clothing…. that’s how I found my high waist-ed jeans……
Penny
Hi Penny,
Firstly I’m so sorry to hear about your loss.
It’s great that you have been able to find your own style. I absolutely agree with you that clothes for women over 50 which can reflect our personalites are out there- it is just a question of finding them. I haven’t come across SeaSalt before- but will now check them out. Thanks for the tip!
Ceri
Having just reached sixty, my need is the same as it has always been – skirt length, As I have never reached the height of five foot I need a short skirt to be 18 or 19 ins, which comes just above the knee, knee length makes me feel frumpy.
So sometimes I buy mini length skirts, but most often I go for what you say others are concerned about, the flared midi length, which for me is maxi. Shortening skirts is not always easy as quite often to fit properly they need shortening from the top rather than the bottom, Whilst it is right to campaign regarding age, as far as I am concerned that does not bother me as size is of overwhelming importance. Having just read some other posts I would like to agree with cindy about so many extra high heeled shoes, even at specialist shops (I only wear 1.5 33 continental and need a 2in heel, because I need a bit of bit of extra height, there are very few of them and most that there are come in wider sizes, which I do not need.
The upper arm problem has always been my issue. I end up buying a size bigger just to fit these hams that never go away. I agree with Elizabeth, dresses have become so stupid. The shift (for a teen with no hips) is the biggest offender.
I am 5′ 8″ tall and 51 yrs old. I enjoy wearing thick tights and above the knee skirts. I find it difficult to buy trousers at the right price,fit and in any other colour than black. I wear dresses but the waist is usually in the wrong place so is slightly uncomfortable. When shopping I note most of the clothes in this size are designed for the under thirties and note office wear.
I think we want fun, colourful, comfortable clothes. Gudrun Sjoden is good. And see also Advanced Style http://advancedstyle.blogspot.co.uk/ – that brightens my day. If we can’t be young and beautiful I think we should be stylish!
I would like to see better tailoring, dresses and skirts today are badly cut, so they fall wrongly. Older women naturally have more curves and good tailoring can do wonders to enhance those curves. The fashion for the ‘smock’ type tops drives me crazy. Look at Adele, she has a lovely curvy figure and it is enhanced by the tailored dresses she wears. I would also love to see more petite size dresses. I’ve practically stopped buying dresses because the waist is always in the wrong place. I’m 5′ 3″ tall and size 12 but still I have problems getting dresses to fit because I’m short and have curves.
Thanks for re-sharing this post, Ceri. Hopefully we hit many of the points you mentioned in the article, including sleeves, structure, support, natural fabrics, generous sleeves and style.
Dresses will be coming soon!