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Fashion for your body type

Got a part of you that you’d rather downplay (err, yes!), or an attribute you’re happier to flaunt? Check out, an online fashion boutique with a clever filter system that helps women play to their strengths.

What’s more it’s aimed at over 40s, not by patronising us with safe styles but by curating some lovely pieces from across a range of labels that tick the boxes of what real women have told the founder they’re looking for.


Debbie at Muddy Sussex met the lovely (young) founder Jacynth Bassett – and some of her ‘normal’ models – at a recent pop-up shop. The first thing she noticed was how tactile the clothes on the rails were – we’re talking a snuggly faux fur coat, cashmere jumpers with fun motifs like stars and sequined elbows, and some gorgeous double sized silk scarves, including one that cleverly twisted into three different designs. Everything looked good quality and made to last.


Debbie was delighted to see one of her favourite indie labels too – Sika, which mixes Ghanaian fabrics with modern and retro designs. Best of all, Jacynth is just 23, meaning she’s got an eye for dressing women older than herself but with the style consciousness of youth – which is probably why she has plenty of younger customers too.

Jacynth at the pop-up with a Bianca Elgar silk scarf

Jacynth at the pop-up with a Bianca Elgar silk scarf

Being sickeningly multi-talented, Jacynth graduated from studying law at Cambridge in 2013, but then decided to set up her own business. It was her mum’s frustrations at trying – and failing – to find something stylish to wear in shops that were supposed to cater for her age group that inspired her to found

Debbie checked out the website and loved the ‘tick system’ where as well as colour, occassion (business, party etc) and fabric type, you can select your body shape… pear (oh yes), petite, curvy etc then choose under another filter to ‘celebrate my….’ or ‘hide my….’ with options for bottom, waist, legs etc. Jacynth told Deb there’s an assumption that older women feel unhappy with their arms or their décolletage but that isn’t always the case, so she lets you do the deciding.

Korlekie take on a denim jacket, currently on sale on the site

Korlekie – take on a denim jacket, currently on sale on the site

Debbie wondered what would happen if I ticked all five of the ‘hide my’ options – would the site suggest a burka, or a course of therapy to raise my self esteem? In fact, quite rightly you’re only allowed to pick one for each. To further help, the models on the site are customers (including Jacynth’s mum!) and their height and dress size is provided so you can work out how the look they’re wearing would suit you.


Jacynth and her team only work with ethical brands, most of them British made. Being passionate about her cause she also has a Facebook forum called Ageism is Never in Fashion you can check out, where she and others talk about the relative invisibility of older women in the fashion industry. (Have you noticed how The Bias Cut is a clever play on words, eh?)


Rather fittingly, the same week that Deb met Jacynth, she found myself at Waterloo station admiring the style of a woman wearing a simple black shift dress, statement necklace and pumps. When she looked up she realised that the lady in question was in her 80s. Kind of proves a point that you’re never too old to cut a dash.

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