New brand Isme breaks down age barriers in fashion

Models take to the streets of London to launch isme.com, the new catalogue and online fashion brand for modern, mature women. Thursday January 13, 2011. Isme, from the Shop Direct Group, provides a shopping environment for mature shoppers, a group which can be often overlooked by fashion retailers. Women’s clothing range Savoir at isme has been designed to set a new standard in womenswear and has been created by experts who understand the shape, size and style of today’s modern, mature woman.