The rise of the SOFFS (Stylish Over Fifty-Fives)
Posted on 29 May, 2012
The fashion news team here are always keen to unearth a new trend or demographic for the media. Last week was all about the rise of SOFFS, women who are still or even more stylish over fifty-five, for mature online retailer isme.com.
Once upon a time older women were more in the bracket of Ena Sharples, but women today who’ve lived through the Swinging 60s, glam 70s and Diana inspired 80s are rewriting the rulebook on what older women should and shouldn’t wear. Inspired by the likes of Helen Mirren, Joanna Lumley and Lulu, millions of SOFFS are still doing it for themselves. Coverage appeared in the world’s most widely read news source Mail Online, Daily Express print and online, Thisismoney.co.uk, Female First and Malextra.com.