In our “Elastic Generation: The Female Edit” report, we found that 69% of women aged 53-72 feel ignored by the fashion industry. Nayna McIntosh is eager to help remedy this with Hope, an online fashion boutique that stylishly caters to this underserved demographic.
Hope Fashion epitomizes ageless style, not only in the clothing on offer but also in the range of models used in each and every campaign. Women of all ages, sizes and ethnicities are used and real customers are often included in the shoots. Below, founder Nayna McIntosh speaks about perceptions of style as you age and explains why you are never too old to look fabulous.
What does style mean to you?
I think as you get older, your perception around style changes. What style means for me personally is understanding what suits me, what suits my body at this stage of my life, as body shape changes. You have to adapt your style accordingly. If I am honest, that’s the dilemma I was having as a 50-year-old woman—I was looking for clothes that would suit how I wanted to look with my changing body shape.
I want to dress according to my body shape and I want to be comfortable. If you ask our customers about Hope, I love the fact that comfortable comes into their top five words. I genuinely believe that if a woman is dressing for her body shape and is comfortable, with that comes confidence—and when we feel confident we behave differently.