For many, fashion is a deeply personal form of expression. For one 24-year-old woman and her 60-year-old mother, it has become a powerful bond, with their shared love of style evolving from childhood shopping trips into a curated, cross-generational wardrobe. Their story highlights a significant shift on the British high street, where brands are increasingly successfully designing for a wide age range.
The Evolution of a Shared Wardrobe
The fashion journey began in earnest with a first 'proper' shopping trip to London's King's Road when the daughter was just 14. Today, a decade later, they not only gravitate towards the same shops but even share trousers from Reiss. They credit their similar heights and builds, but are convinced that the key change is on the high street itself. Brands are now expertly crafting collections that appeal to both twenty-somethings and those in their seventies.
This trend is visible in stores across the UK. Walk into any Marks & Spencer and you'll witness this broad demographic appeal firsthand. Other retailers are actively embracing it; H&M recently launched a collection by Glenn Martens of Diesel, featuring 79-year-old Joanna Lumley and 68-year-old Richard E. Grant alongside teenage models.
Nine Stores That Work for Both Generations
While their personal style is defined as 'casually elegant', they have identified nine high street and contemporary brands where they both consistently find pieces to love.
1. Mint Velvet: A mutual favourite for suede. They both adore the tan pocket-detail jacket (£285). The mother favours fluted sleeve dresses (from £150), while the daughter opts for elegant knits like the cream high-neck top (£79).
2. Mango: Praised for offering high-end aesthetics at high street prices. They agree Mango creates the best trouser suits on the high street, citing a maroon three-piece double-breasted suit (from £45.99 for the waistcoat) that rivals Savile Row.
3. River Island: Known for bold styles, yet a source of hidden gems. The daughter is obsessed with beige co-ords like a longline waistcoat (£110), while her mother frequently wears their leopard print belt (£22) and brown slingback heels (£42).
4. ME+EM: A destination for jackets and jumpsuits that transcends generations. The mother loves a military-style chestnut jacket (£375), and the daughter a slim ivory tweed version (£325). Both covet the brand's Palazzo Travel jumpsuit.
5. Zara: A family staple, loved even by the grandmother for items like short boxy blazers (from £45.99). The daughter recently bought a fitted military jacket (£69.99), and her mother loves the satin slip skirts (from £25.99).
6. Sézane: A true crowd-pleaser. The duo have both worn the same blue broderie anglais dress on different occasions. The mother collects the classic Chlo shirt (£100), while the daughter prefers the denim Aileen shirt (£100).
7. Marks & Spencer: A master of multi-generational appeal. Both are huge fans of M&S's affordable 100% cashmere, from wide-leg trousers (£110) to fitted cardigans (£94), noting the pricing beats most competitors.
8. Reiss: Celebrated for timeless pieces, particularly trousers that cater to taller frames (both are 5ft10). They each own the cream Priya style trousers (£150) and 'fight' over the brown pair. They also live in patch-pocket jeans (£158) and own variations of a white tuxedo jumpsuit (£248).
9. Holland Cooper: They see eye-to-eye on everything from outerwear to partywear here. They share straight-leg houndstooth trousers (£299) and an oyster pussy bow blouse (£149), styling it differently. The fleeces (from £109) are another joint favourite.
Three Brands That Don't Cross the Divide
Of course, not every brand resonates across the generations. The mother has three favourites that her daughter admires on her but would never wear herself.
Sosandar: The mother looks chic in pieces like a denim shirt dress (£79), styled with suede boots, but the aesthetic doesn't suit the daughter's taste.
The White Company: While producing gorgeous items, the daughter finds nothing grabs her, especially given the premium prices. Her mother, however, loves the sparkle fitted knit tops (£98).
WYSE: This brand feels deliberately tailored for an older demographic. The mother, a leopard print lover, adores the Jodie dress (£280) and silk neck scarves (£50) from the label.
This mother-daughter style story underscores a vibrant and inclusive shift in British retail. It proves that shared taste can flourish across decades, powered by a high street that is finally designing with ageless style in mind.
