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?