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Muddy says: an online boutique that specialises in stylish pieces for fashion-loving older women who feel ignored by the high street. Get thee to the cashmere pronto, I say.

Jacynth Bassett may be a twentysomething but she’s passionate about the problems older women face when trying to find stylish clothes. She created, an online boutique, after witnessing her fashion-loving mother unsuccessfully scouring the youth-obsessed high street.

The site stocks more than 25 brands with others joining all the time and it’s safe to say if Rihanna would wear it, it doesn’t feature (so if you’re in search of, say, leather hotpants, sorry). Everything is tried on and modelled by normal women, rather than professional catwalk-stalkers, and there’s an emphasis on well-cut, flattering styles.

Though it stocks labels that typically cater to younger customers, has curated its collection with 40+ women squarely in mind. They’re especially hot on cashmere – I love Wyse, with its quirky detailing such as rainbow cuffs on a classic navy sweater, as well as Orwell + Austen’s new season Bowie-esque cool lightning bolt designs.

A big thumbs up too for the ‘shop by body shape’ function on the website. Whether you’re pear, hourglass or athletic, there’s a handpicked selection especially for you. Good ethos, good curation and just the ticket if Topshop, Zara et al are leaving you cold these days.

Get involved! is about more than shopping for great 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.

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