I had a slightly depressing conversation recently at an isme press event with a 'shapeologist'. She's the woman who works out the shape of women over 50 - a section of the fashion-buying public that isme identified as not being catered for by the majority of fashion retailers. That's not the depressing bit, that bit is very good in fact. The label has researched the body shape of a 35-year-old woman and the shape of a 50-year-old and worked out the difference to apply this to the cut of the clothes. (summer range available now from the isme website, photo shows the Savoir Heavily Embellished Kaftan)

The depressing bit is that the shape change basically involves your bottom moving around to your stomach; less fat on your bottom, extra below the bust. However, moving on swiftly ...

The label has also run a survey to find the world's 50 most stylish women over 50. Dame Helen Mirren has topped the list and British beauties ranked high, with Twiggy and Joanna Lumley coming in at 2 and 3. Michelle Pfeiffer, Jane Fonda and Sharon Stone were the only Americans to feature in the top 20. The rest of the top 10 are: 4. Lulu, 5. Kim Cattrall, 6. Michelle Pfeiffer, 7. Emma Thompson, 8. Lorraine Kelly, 9. Sophia Loren, 10. Dame Judi Dench. Go on the Brits ...

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