Looking good in mature fashion

Press, 16 April 1986, Page 16

Looking good in mature fashion

In vogue

Paula Ryan

One of the most interesting aspects of my work is finding out what’s new and coming up from our fashion manufacturers. From the number of letters received it is obvious that good news about new facets of fashion is always well received.

This is particularly noticeable in news about any new directions for mature fashion. Some of the best news for a long time is the new direction the Puritan label is taking. Recently I reviewed the range, and I could not be more enthusiastic. Puritan has been on the market for a long time in a very traditionally “mature” category, but has recently been taken over by Thornton Hall. The company’s designer, Isabel Harris, is giving the range the most spirited shot in the arm. Isabel Harris has studied the mature market. She considers that there are far too many mature ranges that have not been updated for years, and that there are thousands of New Zealand women who are searching, somewhat in vain, for clothes .that are stylish without being priced at the top end of the market, that are not old womanish and timid, and that will allow them to take part in the broader spectrum of fashion.

She believes that, regardless of age, there is an insistent demand from mature women — from the conservative younger woman from 30 on to 50, 60, 70 — who want to stay stylish. So they don’t have

to rely on dressmakers and the designer boutiques, Isabel Harris is devising exactly the right answers for this somewhat frustrated, stylish woman.

She has divided the range into three groups which cover every category of fashion. Firstly, there is the Puritan range which covers the dresses, suits, and good, resourceful daywear.

Then there is the Puritan Separates range of interchangeable casual wear, and Puritan Occasions. It seems that the latter will cater for a very high demand for races’ fashion, and that perennial question mark, weddings and the mothers of the bride and groom. This “special event” kind of garment has probably been the most difficult to find in the market place, particularly with classier, upmarket fashion looks. Puritan Occasions will

specifically cater for that end of the market. In her colour choices, Isabel Harris is not being influenced at all by the trends of the young market. Rather, she has chosen colours that can be worn again and again, as most mature women like to do. She feels that older women do not want to be caught up in the demanding area of trendsetting, and chooses investment dressing in black and

white combinations, classic navy with white, and soft to mid-tones. Care has been taken in choices of fabrics for the next summer’s ranges. Italian cotton and linen mixes in plains with coordinating tiny checks, baby checks with tiny coordinating geometric prints in black and white, and coral and cream in colours that will be appealing to older women. Austrian linen mixes

and fabrics gleaned from Italy, Austria, and Japan, have been specifically chosen for this very specialised and important market.

It is certainly cheering to know that in New Zealand now, keeping time with world-wide trends, the smart older, or conservative woman, who has always found it difficult to find readily available, nice, sophisticated, classy gear with interesting fashion content (and affordable) will find it in The Puritan ranges. These will be available in about 100 stockists throughout New Zealand.

The summer ranges from Puritan will be available through July, August and September, delivered progressively in groups so that exacting co-ordination can be achieved. This is what Isabel Harris considers mature dressing is all about — affordable, investment pieces that can move around, serving double duty, moving from season to season. '

With the master hand and sensible approach of Isabel Harris, and her updating of the Puritan range, this important market area promises to be more than interesting. It may just reduce the number of letters that I receive with plaintive pleas for help and directions for weddings, special dinners, “occasion” clothes, races, smart daywear, co-ordinates with built-in mileage, suits, dresses and jackets and all the components that make up a stylish woman’s wardrobe.