Hope: A new fashion Brand for the over 40s


It’s not everyday (or any day tbh) that a new range that’s aimed at the over 40s launches. So when an email popped into my inbox asking if I wanted to talk to Nayna McIntosh the founder of new brand Hope, you can only imagine my excitement. At last someone who actually thinks we are an important target market.

Nayna has excellent credentials having worked in the fashion industry for 30 years (mostly at M&S) and in her words, she doesn’t just understand Hope’s target market – she is the target market. Her team are all over 40 and Hope’s designer has worked for Next, George and Per Una, so understands the high street and what women want.

Nayna and I had a great chat about many things apart from just fashion. She thinks there is a female ‘brain drain” when we reach a certain age and part of the reason she set Hope up was to create a create company which respects women, age and a work/life balance. She is not only passionate about the range and making it relevant for our market, she is one of us – a smart woman who has had enough of being ignored and understands the potential in our age group.

The range is designed to suit our changing body shapes – bigger and smaller – and the Foundation range of layering pieces is designed with both style and comfort in mind. A body, vest, leggings and scoop neck top in excellent quality Italian jersey (with 28% elastane) are the basics that work with the rest of the collection.


The rest of the range includes accessories, a comprehensive dress and top range, outerwear and basic black bottoms. All of the fabrics are great quality and the garments are well made.


The brand will be sold online and through social selling (like Tupperware for those of us old enough to remember) which is an increasingly popular way to retail. Think the book club (i.e. wine, women and chat – not necessarily about the book) but with shopping.

So far so good and I really hope (!) it works as I really liked Nayna and everything she had to say. I also love the fact she has used the gorgeous models Pia Gronning and Sinead Blaney on the site. Aspirational but not unattainable – perfect!

My only criticism  – and I really wish I didn’t have to say this, but honesty is always our policy – is that the styling feels a bit too High Street to warrent the price points. Yes the quality is great, but personally I would like to see some less commercial, more individual styling.

But maybe thats just me – take a look and let us know what you think?



  • Helen says:

    Hmmm, yes, I agree: I wanted to like Hope more than I do. I love the beautiful models on the website – diverse and fabulous – but the clothes are a bit too M&S for me. And like M&S, the simpler the better. So good (but pricey) for basics, but overall, too dependent on the leopard print and fake fur formula. Not my style, but I *hope* they do well!

    ps: On the subject of ‘basics’, I owe you guys for introducing me to the White T-Shirt Company last summer (: Thank you!

    Helen x

  • Jan says:

    I rather agree with Helen. The look very much like the clothes you can see in many high street shops. BUT… hugely encouraging to see that, according to their website, a significant percentage of the clothes are British made. Wish the company all the best.

  • sue evans says:

    I hope they do well too but found the web site clunky and didn’t feel I got the feel of the collection from the images which wouldn’t encourage me to buy on line and personally hate the idea of “clothes parties”. Price points seem a little high although I am coveting the bronze leather bag ……

  • Sue says:

    tbh, they look a bit yuck to me – sort of Eileen Fisher-lite (and, I’m not a fan of EF). I hate targeted things. And, I like to shop alone. (just in a bit of a negative mood today, perhaps…). But, agree – happy to hear of things being made in the UK. Elastic waists: oh,dear.

  • Nicola says:

    Well I’m afraid Hope’s designer doesn’t understand what I want. Where did this idea come from that all women wake up on their 40th birthday craving leopard print and fake fur? I actually think these clothes look ageing. I agree with Sue – yuck.

  • Jane says:

    Agreeing with all of the comments on the styling so far – leopard print and fur are way too yummy mummy/high st for me too.
    J x

  • Joanna M says:

    I really don’t like the clothes – fabric is horrible, and also the cut – being 5′ 3″( also size 14, pear-shape) those loose-cut asymmetric tops would swamp me. In some of the pictures they even seem to overpower the model! The tight trousers would turn my legs into tree-trunks. And, as ever, too much black…

  • Ba says:

    I’m sorry I wanted to like them but apart from the first grey sweater I think this collection is awful.

  • Jan says:

    Sadly I think aiming a collection at 40 plus women and then choosing ‘Hope’ as your brand name is asking for trouble. Or is it ironic aiming to bring a wry smile to us over 40s?. I rather fear it may be another case of ‘You’re never alone with a Strand.”

  • Poppyseedbagel says:

    I agree – it’s great to see normal sized women modelling, and that they are of an age with the target market and hey the dresses have sleeves. I quite like the raspberry dress, but it’s not very sophisticated. In general I’d rather pay a little more and get something special or pay a bit a bit less for something that looks like those clothes. The colours looked a bit cheap. And I wouldn’t wear a lot of the styles, partly because I am quite short and slimmish. I wish them well though.

  • Liz Shedden says:

    I think it’s really hard to design clothes for a target market age wise as people are all so diverse. I agree you don’t just wake up on your 40th birthday and think – right I’ve got to dress like a 40 year old now. In my 50’s I realise its a style thing not an age thing. In my shop I have customers from 25 to 75 and beyond – I keep it simple but interesting – just be yourself. You can see what I mean on my Instagram feed ( yes I’m addicted to Instagram ) follow betty_loves_bryan

  • Jane says:

    I agree Liz – its more about attitude than age as there so many target markets in any age group, its quite hard to define.
    For me its about an aesthetic that any age group can tap into – thats why COS works so well. My 21 year old son loves it as do I.

    J x

  • Jane says:

    That was my first thought too Jan, but the name is a tribute to Naynas mother. But unfortunately thats not immediately obvious!
    J x

Leave a Reply

Your email address will not be published. Required fields are marked *