Jacynth Bassett founded the-Bias-Cut.com believing that while a love for style doesn’t fade, many brands and retailers treat 40+ women as secondary, or offer frumpy dowdy styles.
After graduating from studying law at Cambridge in 2013, she set out to create a multi-label online and pop-up boutique and community. Her aim was to bring together the best pieces by contemporary labels, whilst also celebrating older women and their individuality.
Based on extensive research into the fashion industry and what 40+ women really want, the-Bias-Cut.com curates collections by setting a very high standard: every piece must be of beautiful style, great quality AND a flattering cut. It works very closely with labels to design exclusive pieces and only features designers who have excellent ethics and really believe in the cause.
Featured brands don’t specifically cater to the 40+ market but recognise that women of every age can be stylish. Pieces are chosen because they work just as well, if not better, on the Bias Cut customer, catering to her changing body, priorities and lifestyle.
The-Bias-Cut.com now features 11 labels – a mixture of British and European brands. Its collections can be found online, and at pop-up parties it regularly hosts in homes and for women’s networks. Prices range between £50 and £500, and every order is wrapped, sent with a personal note and gift.
Play to your strengths
Jacynth wants to empower her customers to find the pieces they really want. So, as well as the standard filters, customers can shop by their body shape, areas they want to celebrate or cover, necklines, sleeve lengths, fabric composition, and more. What’s more, Bias Cut only uses ‘real’ 40+ women as models so you get a more realistic view of how a garment will look on you.
Ultimately the-Bias-Cut.com isn’t just about shopping for sophisticated clothes – it’s an attitude. Checkout the weekly blog on the website and the Ageism Is Never In Style Facebook forum where Jacynth shares tips, inspiration and discussion on ageism in the fashion industry.