Are you a lady who is 40,50,60,70, 80… and beyond? Are you frustrated trying to find an outfit that wasn’t dowdy/frumpy/boring/unflattering? Jacynth Bassett’s mother was frustrated and Jacynth became saddened at her mum’s frustration. So Jacynth launched her own online boutique and blog, the-Bias-Cut.com, for women who know that age shouldn’t limit style. I caught up with Jacynth recently to find out more. Hi Jacynth and welcome…..
Hi! I’m Jacynth. I’m 24 and the founder of the-Bias-Cut.com – Shopping With Attitude. It’s the first multi-label online premium fashion boutique that truly celebrates style at every age. I founded it straight out of graduating from studying law at Cambridge – where I was also president of the law society – using my minimal savings and some insurance money after my suitcase got stolen off a train with all my belongings in it (including some amazing Emporio Armani sandals that had been recent birthday presents from my mum!!). I developed, built and created the business entirely on my own, and now I’m one year in I can’t believe how much it’s already taken off!
What inspired you to set up “Bias-Cut.com”?
Since I was 14, my intention was to become a lawyer but, by my second year at uni, I realised it wasn’t for me. Instead my mind started to drift to business, and I knew if I were to start up my own one, it would need to be in an area I really loved. So fashion was the obvious answer. I then started thinking about how frustrated and saddened I’d become at seeing women, like my mum, being treated as invisible and irrelevant in the eyes of the fashion industry – largely because of their age and changing shape. My mum and I are very close and for years we would go shopping together, but she’d often end up fed up by a demoralising shopping experience. I began speaking to lots of other similar women, and realised there was a real problem. So that’s when I became determined to create a boutique that actually empowered and celebrated women like my mum as much as everyone else.
Your brand name certainly stands out from the crowd. – but I was wondering, is there a meaning to why you chose “the-Bias-Cut.com”as your brand name?
I wanted the name to have a direct link to fashion, and to ‘cut on the bias’ is the fashion technique where someone cuts diagonal across the grain of fabric rather than along its lines. But equally we’re about cutting through bias and ending prejudice, largely based around age, in the fashion industry. So the name is a double entendre.
I am totally in love with the “Gigi Nude Brogues” – totally gorgeous! What items are proving popular amongst your customers so far this season?
They’re a lot of people’s favourites, and one of our best sellers! This season our new label POM Amsterdam is doing really well – from their fabulous fun scarves, to their jackets lined with the scarf prints. They are cut really well, and they just bring a smile to your face. But also our cashmere and our 100% cotton poplin printed shirts are always a big hit throughout the year.
Out of all the outfits, do you have any favourites?
Personally I’m a little bit obsessed with the sashenka moon midi skirt by Baum Und Pferdgarten. It is such and elegant shape, and it has pockets! And I love a cool print that also incorporates texture. Baum always cuts everything so well, from their trousers to their tops.
Your boutique is for those who like to shop with attitude – where ageism is never in style. On your website your designs are all modelled by normal women – different heights, shapes and sizes. I’m also impressed that you can search on your website for items by your body shape as well as size. Hypothetically speaking though, which famous lady would you love to see as the “face” of “Bias-Cut.Com”?
Thank you! They’re certainly feature that have gone down very well. If I’m honest I don’t see any particular famous lady being ‘the face’ of the-Bias-Cut.com, just because we’re about encouraging our customers to aspire to be the best versions of themselves, rather than someone else. But, with regards to celebrities, it would be an honour to have women such as Emma Thompson, Julie Walters, Kristin Scott Thomas, Viola Davis and Christine Baranski as brand ambassadors. They all have great individual style and fabulous attitude, which is exactly what we’re all about celebrating.
You feature in your online boutique an impressive number of designers, the latest being Cove Cashmere. Are there any other new designers you are hoping to feature this year?
Yes! We have a fabulous Dutch label called Fabienne Capot coming in September with a range of lovely embroidered cotton tees, blouses and an emerald velvet blazer I keep dreaming about. We also have a few other surprises but I don’t want to spoil them all for you!
Looking ahead, what colours/patterns/styles do you predict will be popular next season (Summer or Autumn)?
Constellation map prints are going to be big in Autumn – stars are always popular, and it’s a cool progression from the classic pattern. In fact, space all round is going to be big; there’s going to be quite an intergalactic feel! Plus the other big pattern is going to be lightening bolts. Velvet is still going to be very popular, as are bell sleeves and ruffles. And forest and emerald green is going to be seen a lot, as is red. If you look at the trend reports, there are lots of other looks that are forecast to be popular, as well as lots of contradictions. But, in my opinion and from the research I’ve done, these will be the big ones.
As you are based in London, do you offer worldwide shipping?
Yes we ship to 33 countries, and have lots of happy customers overseas! And at the moment it’s free worldwide shipping on all orders over £50 to celebrate the opening of our first public pop-up shop in Greenwich, London later this month (25th-31st)!
When choosing outfits/designers to add to your collection, do you take into account your own tastes, your customer base, current fashion trends, requests, traditional charm or bits of all those?
I have a set of rules I go by:
- Everything I select has to be of a flattering cut. In other words, you shouldn’t have to be 6ft or size UK 6 to look good in it. In fact I often use my mum as the fit model as she has a very common apple shape.
- Everything I select has to be of excellent quality for the price. I’ve spent a lot of time researching fabrics, so I know when it’s good or bad, or when the wrong fabric has been used. Sometimes I come across an awesome piece, but a very impractical fabric has been used, so then I won’t select it. Equally, I make sure to study the technological developments of fabrics, such as polyester, so that I don’t discard it straight away, and can spot the good quality from the poor.
- Everything has a modern twist combined with a timeless appeal. Our clothes are premium, so they are more of an investment than highstreet. So the last thing I want is for a customer to feel it’s outdated within 6 months. With that in mind, I do consider the trends, but only pick pieces that subtly reference them.
- I don’t want to wear the clothes, why should my customer? We’re all about celebrating style at every age, so we refuse to sell brands that patronise the older customer, or offer frumpy clothing. So I have to like everything that we sell. But equally, I make sure to keep my customers, their comments and their feedback at the forefront of my mind, so that I never end up choosing something that’s just for me.
Personal now – what outfits and shoes would you normally be found wearing?
That’s a very good question… I’m quite a style chameleon really and I have a rather excessively extensive wardrobe that reflects that. Every outfit is a reflection of who I am and what I’m feeling that day, but that might mean wearing a girly dress and brogues one day, and on another black jeans, ankle boots and a leather biker jacket. But if I had to define my style generally it’s feminine with a funky edge.
Do you have any favourite shops or online sites? (Apart from your own!)
I adore Maje. Their aesthetic is very me – feminine yet cool – and their cuts work well on my figure. And I wear a lot of Whistles too. Designer wise, I love Brand for their quality jeans, and for shoes I wear a lot of Rupert Sanderson and Miu Miu. I also love traditional Moschino; I’m less of a fan of it now since Jeremy Scott has taken over as I find it a bit OTT, but I have a lot of the brand from before him, and still enjoy finding vintage pieces.
What’s next on your clothes/shoe wish list?
Idealistically, I would love a badass cape and a pair of Malone Souliers heeled sandals. Realistically, it’s a new crop top/sports bra and some Nike trainers for dance class!
Boots or Shoes?
That’s a tough one. It would have to be shoes because there are more varieties, so then I have more excuses to need a new pair. Plus, because I’m short, knee-high and thigh-high boots don’t work on me. But ankle boots trump all shoes for me, because they are so cute and sexy whatever the heel height!
Links you would like to share e.g. website/facebook/twitter etc so that readers can find out more about the-Bias-Cut.Com.
facebook forum: www.facebook.com/ageismisneverinstyle
Thanks Jacynth … and your galactic prediction sounds mighty fine to me. Just remember dear readers to look out for those stars and lightning strikes! I am so pleased that all sizes are considered at the-Bias-Cut.com – I am a UK size 10/12 and I find that a lot of companies geared towards the older woman have a starting size of UK12/14. Same goes for shoes – my feet are narrow – and a lot of shoes offered are wide fit, or extra wide. What fashion frustrations do you have, dear readers?
All photos have been published with kind permission of the-Bias-Cut.com