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House of Hems launches jackets for baby boomer generation
Jan '15
House of Hems, a new fashion brand that specifically caters to women belonging to the baby boomer generation, has come up with its introductory collection of age and body appropriate stylish jackets.

Targeted towards women between the ages of 45-70, the line has been designed by the brand founder Robin Spindt who created each piece based on her research gathered from clients, store owners and leading fashion publications.

Talking about the inspiration, the New Orleans-based retired professor-turned designer says, “What baby boomer women do, is buy something even though in our hearts we know it is inappropriate. Then we alter it, or wear it untucked to modify the style to fit our newly found lumps and bumps.”

Handmade by some of the finest British-trained tailors in Shanghai, the line features classy peplum style looks with boomer upper body silhouettes and form flattering lengths reaching to the hips.

The collection includes a blue or red cashmere made look that can be custom made in a variety of colours for clients, a versatile linen jacket which transforms easily from officewear to eveningwear and a gold jacket inspired from the iconic style of Coco Chanel.

The House of Hems was launched to fulfil the demand of mature stylish women who struggle to find clothing that fits their age group (40 to 70 years). The founder of the brand, Spindt, who is a seasoned shopper herself, noted how difficult it is to go to the mall, or find mail order catalogues that have clothing designed for her, as opposed to clothing that fits either 16-25 or 25-40 year olds.

The brand is a division of Attitude Couture which specialises in outfits for various occasions including evenings, junior pageants, homecoming and prom. (PB)

Fibre2fashion News Desk - India

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