Character is designed for a unique niche market of women aged 60 to 85 years young, a niche market that isn't afraid to stand out in a crowd. 

 

Character’s designer Holly Squair has fashioned garments that are bold in silhouette and print, creating a design signature that has a lasting impression. They are memorable just like the women who wear them.

 

Each printed fabric used by the label is bright and colourful, and  is recognisable as a Character invention. Holly has carefully illustrated, designed and produced these fabrics to maintain Character’s distinctiveness and exclusivity.   

 

Character uses zero waste pattern making techniques to create unusual but wearable garments. This technique values the process and materials that each garment is made of and is influenced by a slow fashion movement that is identifiable by the niche market who are not wasteful and value quality and innovation.     

 

Fashion for women of ageless character.