The rise of the Swofty (Single women over fifty)
Posted on 20 September, 2012
For isme.com we highlighted the rise and rise of the Swofty (single women over fifty) who are rewriting the rule book on what to wear and where they wear it. Glamour is in: in fact many SWOFTIES say they now dress more provactively and to please themselves than when they were younger. Where have they been for fun in the past 12 months: Fine-dining? Cocktails? Music festivals? Clubbing? Check! Bingo? Certainly not! And on the back of our finidings women agreed that Carol Vorderman was the ultimate Swofty icon.
An initial burst of branded coverage – with a note of credit to interest in Vorderman’s posterior – appeared in The Sun, Daily Mirror, Daily Mail, Daily Express and Daily Telegraph when the story broke two weeks ago. That was followed up by feature columns from India Knight in The Sunday Times and self-proclaimed Swofty Janet Street-Porter in the Daily Mail. And now another big Mail piece today linking Swofty style to the Vorderman look – giving isme.com 100 print and online pieces and counting!