When I was in my twenties, Topshop felt like my spiritual home. Now in my forties, the music is too loud, the jeans sizes too small and the sales assistants almost cherubic looking. Midlife is a sartorial crossroads for many of us, and even if we can identify how we want our style to evolve, finding out where best to shop for it can be tricky. The following brands are the ones which always have something to offer me as a woman in midlife, who wants to look fashion-aware but not trend-led, distinctive but not showy.

Equipment

French brands are always worth investigating as they tend to offer that particular kind of understated but interesting chic adopted by French women of all ages and admired by everyone else. Equipment is a huge favourite of mine. The silhouettes are always sophisticated, but the pieces never fall into the dreaded category of “classic” because they’re elevated by modern prints, unexpected colours, tactile fabrics and interesting design details, such as colourblock pockets and exposed zips. It’s an expensive brand and one that I can only afford to shop during the sale, but for me buying a piece from Equipment is an investment in my wardrobe. They’re special pieces that will make you feel like a woman in her prime rather than one who has lost her way. At the moment, there’s a sale on the website with an offer of an additional 60% off the marked down price. Deliver is free on orders over €130. The brand is also available at Seagreen.

Finery London

My mother has been a seamstress her entire life, and whenever I wear a new item of clothing she immediately examines the finish to see if the piece is worth what I paid for it. Each time she looks at an item from Finery London, she remarks on the quality and care taken with the hemlines and seams etc. Although some of the styles on the website are a little too feminine for me (I like clean lines and simple shapes), I’ve bought several pieces over the years and have never been disappointed. The sizing is generous (it’s designed for women, not teenagers), the fabrics feel good against my skin and the prices are excellent, especially given the quality of the product, although there is a €10 delivery charge on all orders. There’s always an outlet section on the website too, so there’s no need to pay full price if, like me, you like to bag a bargain. Delivery is swift and the garments always carefully packaged.

Avoca

The fashion offering from Avoca has come a long way over the past few years, yet it’s still not somewhere a lot of us think to shop for clothes. I worked with the brand on an event last year, and I was surprised at how much the clothes differed from my perception of Avoca fashion at that time. Prior to this, I had only shopped there for food and homewares. The only downsides of Avoca for me are that the online shop is not up to the standard it should be – especially given our new normal – with a really limited selection available to buy online (delivery charges begin at €5.50 and increase depending on the weight of the package), and the store doesn’t stock small sizes. But in terms of labels, it has some great options such as Dutch brands Fabienne Chapot and Maison Scotch, and Scandinavian label Second Female. It also houses two of my favourite jewellery brands – MoMuse and Scribble & Stone, both of which are Irish.

Joseph

If I was a fashion designer (my next life), these are the clothes I would want to create. Joseph, for me, encapsulates everything that a modern woman’s wardrobe should look like. It’s fresh and contemporary; “ageless” because the pieces, with their fluid and directional shapes and modern prints, will flatter anyone; and always interesting. I love how the brand uses neutral shades in such an appealing way. Nothing is bland, but the clothes don’t shout at you either. They make a style statement clearly but quietly. Again, Joseph prices are far beyond my budget, but I was lucky enough to snap up a couple of pieces in last winter’s sale. It’s one of those labels I always keep an eye on during sales season, and dream of filling my wardrobe with when I win the lottery. Delivery charges cost €15 for orders under €250. The label is also stocked in Gallery9 in Naas, Co Kildare.

Everlane

This brand is based on transparency and value. It stands over the conditions and wages in every factory it works with around the world and offers clothes to customers minus the usual retail mark-up. It offers a tight edit of stylish separates that offer great value for money, and it uses models of different shapes and sizes to showcase its collection. If you’re not interested in scrolling through 20 pages of trousers and another of dresses to find the item that best suits you, then this is a great place to quickly source a terrific blazer or the perfect pair of casual trousers. The fabrics used are good quality and it’s a great brand for simple basics that won’t die after two machine washes. The bags and shoes are also well worth a look. The leather thong sandal (€79) and the Form bag (€212) are two of my favourite items. Everlane offers free shipping on orders over €100, but there may be additional taxes as the company is based in the US.

Cos

I know a lot of women who find Cos stores difficult to shop, primarily because everything can look the same when rails are colour-coded and there’s a lot of dark neutrals in the mix, but it’s a great label for women who want pieces that offer longevity and grown-up silhouettes at a great price. The website is easier to navigate, although you’ll pay a €9 delivery charge on orders below €100. Although Cos is probably better known for its oversized silhouettes, if you prefer a defined shape there’s plenty to choose from too. It also offers lots of high-waisted options in trousers and skirts, which is generally more flattering and comfortable for women in middle age. My wardrobe is heavily peppered with Cos clothes. They’ve always worked well for my shape, plus its dominant colourways – cobalt blue, tangerine and green – are ideal for my Celtic skin tone.

Victoria Victoria Beckham

Wearing a pair of VVB trousers makes me feel like the best version of myself. The cut and fit is sublime (the pieces are roomy enough that I sometimes have to go down a size). Although less expensive than her mainline range (which is outrageously priced), it’s another label I shop in the sales and not at full price – The Outnet always has a selection of items from the brand available at below recommended retail prices. I love a softly tailored look, and this is what Beckham has built her brand on. It’s effortless and flattering, and the VVB separates interchange easily to suit work and downtime. Beckham uses print as expertly as any other designer, creating an aesthetic that feels unique to the VVB brand, plus there’s nothing cheap-looking about the fresh mix of colours and patterns she’s known for. In fact, there’s very little difference visually between her mainline and the diffusion VVB brand. Delivery charges can vary, but VVB is also stocked in Gallery 9 in Naas.

Others to keep an eye on…

For inexpensive basics, Uniqlo and Muji; last year I bought a simple linen tunic dress with pockets from Muji and it’s become one of my best buys. Anthropologie has a lot of stock to trawl through on its website, but it offers plenty of pretty separates at accessible prices, and some really individual pieces. I have yet to buy an item from Me + Em , but I adore its aesthetic and anecdotally I’ve heard the clothes are great quality. The price range is mid to high, but I suspect once I invest there’ll be no turning back. Raey offers high fashion for big spenders. It is one of the coolest labels around right now, offering an ageless aesthetic; the brand uses older and younger models to showcase how adaptable its clothes are to women of any decade. If I ever strike it rich, I’ll be shopping Reay straight away.

Marie Kelly, July 2020.