Shopping for new clothes can be a stressful task. As women over 50, we often feel forgotten and ignored by the major high street retailers. However, when I am looking to update my wardrobe or am shopping for a client, there are certain brands that I rely on that offer a great selection of flattering styles.
Whether you are on the hunt for the best wedding guest dresses or simply want to update your over-50s capsule wardrobe, it can feel overwhelming if you are unsure where to start. As a 58-year-old fashion editor, I still want to work the latest spring/summer fashion trends for 2025 into my wardrobe, but I’m keen to avoid anything that makes me feel uncomfortable, or will go out of date too quickly. I like my clothes to fit well, with style details that flatter the figure.
Like many women, I’m often in a rush and will shop online for speed and convenience. I like brands that have easy-to-navigate websites, with inspiring images and useful styling advice. When I have the time, I still like to actually go out shopping, and I want to visit shops that offer an enjoyable experience, with helpful staff and flattering light in the changing rooms.
These are the shops and brands I always turn to that cater brilliantly to women over 50
As I've got older I have learnt to avoid the fashion brands that pump out fast fashion to the younger crowd. I no longer want to wear the micro-trends that will date quickly, often made from poor quality fabrics. I try to shop more consciously, with the emphasis on building a wardrobe of clothes that will last beyond the next season.
I need my wardrobe to work hard and I can't afford to make costly mistakes. woman&home Fashion Director Paula Moore agrees. "Investing in better quality fabrics and classic items that you'll wear over and over again will save you money in the long term."
You may be after practical solutions, like the best jeans for women over 50 to flatter your figure or looking to invest in the best cashmere jumpers, whatever your needs you will be able to find what you are looking for from these brands.
1. Marks & Spencer
One of the most popular British clothing brands, M&S have impressed me recently with its shift towards classic styles with a fashionable twist. The popularity of its Autograph cashmere knitwear in gorgeous colours among my 50+ friends is proof that they are listening to customers and delivering what they want - great quality at affordable prices.
This season the Per Una collection, its boho-inspired in-house brand, features a great pair of pleat front wide-leg jeans and a suede fringed shoulder bag that are both worth investing in.
Fashion PR and Instagram influencer Marie-Louise Pumfrey is a keen customer. "Over the last couple of years, I’ve been really impressed with Marks & Spencer's trousers and the denim collection, especially as it caters for the tall, long-legged of us. And I have always been a fan of M&S footwear - you need to head to its shoe department at the beginning of the season, as the ‘designer-dupes’ and on-trend styles sell out fast."
Crafted from pure cotton denim, these high-waisted jeans are available in 3 leg lengths to ensure you get the perfect fit. Wear them with pointed kitten heels to add a feminine twist or team with your best white trainers for a dressed down vibe.
If you are looking to invest in one of the best cashmere sweaters this crew neck jumper is a quintessential wardrobe staple and comes in 13 colours. Useful for layering under your best trench coat on a chilly autumn day.
Embrace the boho trend with this fringe-trimmed suede shoulder bag, or remove the strap and transform it into a clutch. Wear it with denim or add extra interest to a floral midi-dress - perfect for festivals!
2. Boden
One of my go-to brands for colourful prints and quirky accessories, you can always find something interesting and eye-catching at Boden. Famous for being one of the Catherine, Princess of Wales' favourite brands, it designs statement pieces that will inject a shot of personality to your wardrobe.
"Boden is a great choice for women over 50 because it offers well-made, stylish, and comfortable clothing that flatters the figure and can be worn for many occasions" says Paula. "You can find pieces that are timeless and elegant, but still feel current and not at all frumpy. I love the petite range - they use fun prints and bold colours, which really brighten up my wardrobe."
Aptly named the Kate dress, this fit-&-flare midi dress is perfect for summer occasions - with flattering short sleeves and roomy pockets it has all the elements of a dress fit for a princess. Add a denim jacket and colourful trainers for a comfortable and easy-to-wear everyday outfit.
Available in both petite and regular fit the Sienna Linen shirt sums up everything that's great about Boden - the shape is flattering, the design is timeless and the print is unique and guaranteed to start a conversation. A great confidence-boosting blouse that will look good for many summers to come.
Alongside the classic leather totes and seriously chic shoulder bags you will always find a selection of unconventional accessories at Boden that will add a light-hearted spirit to your look. This beach bag is going straight into my basket.
3. Busby & Fox
This is an independent women's clothing brand that really understands the older market, and it designs its clothes with thoughtful details that make you feel comfortable and confident. Releasing collections in capsules, with colours, shapes and fabrics that all go together, Busby & Fox takes the effort out of styling and makes it easier to create an outfit. You won't find the latest trends here, as they concentrate on forever pieces that will become wardrobe favourites. To complement the clothes, you'll find interesting and unique jewellery, bags and scarves that will finish off the look.
I love this muted leopard pattern which is softer and less obvious than other brighter animal prints. This dress is a straight fit with a drawstring waist which allows you to be in control of how cinched in you want it to be. The tiered hem and frill detail at the neck adds a feminine finish and it's got pockets.
Made from a soft mohair-mix yarn this cardigan can be thrown over everything from dresses to jeans, a great solution for casual outfit ideas. Leave loose or add a thin leather belt for shape. Every season they introduce new colours of this bestselling knit.
You can rely on Busby & Fox for soft tailoring, they excel at unstructured layers that look laid-back and effortless. Made from a slouchy linen blend fabric, with matching wide leg trousers available to create a soft suit that's both comfortable and glamorous.
4. Phase Eight
Looking for an elegant outfit for a special occasion, or a statement dress for a posh party? Phase Eight will have something that fits the bill. I'm a big fan of its jumpsuits, each season they have a selection of flattering styles in bold prints or bright colours that really make a statement. With coordinating, footwear and head pieces you can shop the complete look under one roof. They may be synonymous with occasion wear, but fashion experts agree that its workwear is ideal for women who need smart 'office appropriate' daytime attire too.
If you are wondering how to style a jumpsuit you'll be happy to know that there are many simple stying tricks that can give you a variety of looks. Try adding a white t-shirt under this scalloped-edge style to make it look more casual.
This vibrant coral dress, with exaggerated sleeves, would make a great mother of the bride outfit. Team with a matching fascinator and block-heeled sandals to complete the look.
Polka dots are popular this season, a contemporary alternative to florals if you are looking for inspiration for what to wear to the races. Sold in sizes 6-26, this figure-flattering jumpsuit will turn heads for all the right reasons.
5. ME+EM
A favourite among the fashion team here at woman&home and celebrities such as Trinny Woodall and Amanda Holden, ME+EM is a female-founded brand with a strong focus on quality.
"This brand has really made a name for itself, especially with those who appreciate a more thoughtful and long-lasting approach to fashion", comments Paula. "Their core philosophy revolves around what they call 'intelligent style' and 'The Three Fs': flattering, functional and forever. A huge amount of effort goes into the cut and silhouette of its clothes to ensure they are universally flattering, regardless of age, and they prioritise timeless styles with a modern twist, making them true investment pieces for a capsule wardrobe."
Every woman over 50 will appreciate the instant lift you gain by wearing a bolt of bright colour. Combine this sharply-tailored blazer with the matching trousers for a feminine take on a power suit or add instant polish to relaxed baggy jeans.
This boyfriend fit blazer offers a more relaxed approach to tailoring and when combined with the matching pull-on shorts, creates a suit that's both comfortable and co-ordinated. It's the little details like the added stretch in the sleeve lining that elevates this blazer from other high-street styles.
It's hard to explain how good it feels to wear a dress from ME+EM, they just seem to fit perfectly and hang in a way that makes you feel taller and slimmer! Crafted from cotton poplin that has a crisp, smooth texture the dress holds its shape for a flattering fit.
If you are over 50 and looking for clothes that will flatter your figure, made from quality fabrics that will both feel good and look great, these brands will have styles that cater for your needs. There's nothing frumpy or dated about the designs either, you'll find clothes that give a nod to the latest trends yet focus on comfort and wearability. You'll discover designs that give you confidence, and we all want that, whatever our age.
Our experts:
Currently Group Fashion Director at Future Publishing, Paula Moore has been in the fashion industry for over 30 years. Overseeing the fashion pages for Woman and Home, Simply Woman and Home, Woman, Woman’s Own, Woman’s Weekly and Chat magazines.
Marie Louise Pumfrey is the pro-age fashion influencer @mrsmlmode. She shares her grown-up guide to style, beauty and wellness to over 37,000 followers. From styling tips, outfit ideas, beauty buys and wellness tips, Marie Louise also has her own London based fashion PR consultancy MLPR. Some of Marie Louise's career highlights include working on the launch of the first Australian Fashion Week, and Channel 5.
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