Loose Woman and actress Lynda Bellingham feels younger in 'isme'

Growing old is the new young. Older women who are still young-at-heart
don't want to look 'fuddy duddy' and are well aware they do not need to
settle for a wardrobe their mothers may have worn
A new online women's fashion label and catalogue named "isme" has just
launched in time for spring - and looks like being the answer.

The former Marshall Ward catalogue has had a shake-up and come back as
'isme', with a fresher look, and a more contemporary approach to
dressing for the 'older woman'.

The collection has been developed after extensive research in the UK to
discover exactly what 50-plus women really want from a fashion brand.

The emphasis is on fit and detail. The collections are created using a
bespoke design clothing block that is tailored to the shape of women
aged 50 or over, whatever their size.

Loose Woman and actress Lynda Bellingham, famous for stripping off at
the age of 60 in the film 'Calendar Girls', heads a cast of 50-something
'real women', as ambassadors for 'isme'.

Linda says: ''This is a real treat for me. I've been saying for years
that us 'more mature girls', should get a little more attention from the
fashion industry. And now, lo and behold, someone's taken note and
given us a catalogue & website that's just for us".

"I've gone past that landmark birthday and come out the other side,
knowing myself and my style better than ever. I'll be showing you how
I'd wear the collection and sharing my own, personal style stories.''

The 'isme' size range is generous, from 6 to 32, and there are tall, petite and plus-size options.

In addition its its own name collection, 'isme' also includes a
selection of looks from high street brands including Diesel, Superdry,
Berkertex, Great Plains, InWear and Cotton Traders.
Hilary
is fashion director of The Daily Telegraph and twice crowned British
Fashion Journalist of the Year. She has extensive broadcast experience
that includes regular appearances on television and radio.
Gareth Pugh unveils his avant garde vision at Florence Fashion Week
Fashion Forward 2011 sponsorship announced
The tale of Prince William's shirt
Jean Paul Gaultier collaborates with La Perla
Charles 'Mackintosh': 19th Century boffin becomes a 21st Century fashion icon
Fashion Fringe Accessories 2011 launches with Roger Vivier
How might Victoria Beckham dress a daughter?

Gareth Pugh for Pitti Immagine - the collection!

By Alex Fury, 10:11 Fri 14 Jan 2011

» The reality of Wholesale Loose Diamonds
» Seven Conditions For a Woman's Dress
» Ladies Sandles on woman
» Woman Who Tried to Mail Puppy Won't Get it Back
» Stud Earrings woman 2011