Loose Woman and actress Lynda Bellingham feels younger in 'isme'

Growing old is the new young. Older women who are still young-at-heart don't want to look 'fuddy duddy' and are well aware they do not need to settle for a wardrobe their mothers may have worn
A new online women's fashion label and catalogue named "isme" has just launched in time for spring - and looks like being the answer.

The former Marshall Ward catalogue has had a shake-up and come back as 'isme', with a fresher look, and a more contemporary approach to dressing for the 'older woman'.

The collection has been developed after extensive research in the UK to discover exactly what 50-plus women really want from a fashion brand.

The emphasis is on fit and detail. The collections are created using a bespoke design clothing block that is tailored to the shape of women aged 50 or over, whatever their size.

Loose Woman and actress Lynda Bellingham, famous for stripping off at the age of 60 in the film 'Calendar Girls', heads a cast of 50-something 'real women', as ambassadors for 'isme'.

Linda says: ''This is a real treat for me. I've been saying for years that us 'more mature girls', should get a little more attention from the fashion industry. And now, lo and behold, someone's taken note and given us a catalogue & website that's just for us".

"I've gone past that landmark birthday and come out the other side, knowing myself and my style better than ever. I'll be showing you how I'd wear the collection and sharing my own, personal style stories.''

The 'isme' size range is generous, from 6 to 32, and there are tall, petite and plus-size options.

In addition its its own name collection, 'isme' also includes a selection of looks from high street brands including Diesel, Superdry, Berkertex, Great Plains, InWear and Cotton Traders.
 is fashion director of The Daily Telegraph and twice crowned British Fashion Journalist of the Year. She has extensive broadcast experience that includes regular appearances on television and radio.
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By Alex Fury, 10:11 Fri 14 Jan 2011