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Fashion Outlook AprilZ31M Page Mature style Over 50 doesnt mean underdressed By Mary Martin NJepotd There a new woman out there Ac tually been alive since the 1930s Out the over woman has in spired one of the hottest new wig the apparel business And as her numbers grow so do her fashion This growing market wants more uptodate clothing notes Ray Sessler president of Leslie Fay II a size 14 division of Leslie Fay It was created one year ago to satisfy the new fashion needs of this older woman She may be larger notes but she I want to wear some thing hats old looking Stores are spending more money In this market and they understand as we do that this woman is more fashion conscious than she ever been In the year there will be million American women aged SO to they will represent IT percent of the total female population Many baby boomers will be a ripe SO to years old at the turn of the century Right now there are almost mil lion women in the to age range and what they want Iron fashion is decidedly different from what their mothers and grandmothers saw as proper malum dressing Forget dowdy Forget head black or navy laceup shoes or tea time lace collars The over woman is vibrant She keeps up with styles feels good about herself and probably exercises At least half of his age group works As she reaches her mid and 60s her discretionary income 30 percent higher than the national average according to a comprchen survey of this market by Textile Fibers What n her Ask China Machado One of the top models of the 1950s and 60s she is now over herself She is the fash on and beau director of magazine The glossy fashion and lifestyle oriented publication which wai launched ear this year is aimed specif r v 1 think good taste is the phy answers Macharfo Clothes of quality This woman has bought all the trends and for the last years she learned much more about dress for herself and her style of living There no reason why she should be covered from the neck he ankles In keeping with its philosophy that women over feel good about them selves and are spending fashion dollars to prove it Lears pulls no chronological punches It photographs real women who are over and pro fessional models who are 33 to facial lines and all And the pictures are not re touched even the cover stresses Ma a technique unheard of at other fashion publications She not a widow for God sake Machado continues There no son why she can t look exciting It s terribly important that she see glam or pictures of herself Because she s so used to seeing glamorous pic lures of 20 year olds she should feel good about herself and proud to be just who she Is To that end Ma directed the advertising campaign a series of seven photographs of real women nude from the waist up backs turned to the camera and all of them 42 to years old If these women had been 15 no one would have taken a second glance Machado slates If I had dressed them in bus suits or even with jewels no one would have paid any at lent ion But just because these nude women ere over people gasped The campaign has just won the ANDY advertising award for lvtn if older women cant afford the Geoffrey Beenes and Calvin featured in Lears they still want fashion savvy looks NBC pop ular Golden Girls for example dresses its three over stars and their characters in pastels prints warm up suits statement jewelry swirly skirts sequins and silky fabrics Number one I think this woman is looking Tor fashion number two plcc observes Blue presi dent and owner of a firm by the same name that manufactures moderately priced sportswear and dresses for this market and is carried In stores like Scars Roebuck The older woman is looking for something that can be worn for a longer period of time Something that is not going to make her look like she trying to chop off years he continues Machado Is also aware that this woman tends to like classics She wants clothes that fit but t too tight and she avoids styles that arc too trendy or difficult to care for LAZY DAY Come One Come All to the Sale Celebration of the Season is the place to gather up a whole Spring Selection of Fashions Savings for all Loactedat The Old Bank Shops Main St South Georgetown 8732233 HOURS Tuesday Wednesday lOOOam Thursday Friday 0 00 a Saturday am 6 CLOSED MONDAYS In styling Machado says She can wear just about anything She should not however be extreme That would be the only criterion So forget miniskirts bustiers and really extreme huge shoulders But besides that well today solder worn an looks just as exciting as anyone else DID KNOW Of all the Canadians who are diagnosed as having cancer during 1988 will be alive and con well in a whole lot better than it used to be Cancer can be beaten SI Georgetown 8732027 Especially for you Introducing J0K0 HAIR PRODUCTS A Hair Treatment S- Value W Every Service ol Or More Sal Extandad To May Below is the professional help and advice you re looking for in your wedding plans These advertisers will provide the 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