New business ensures women are dressed for success

A NEW service designed to help busy female professionals update their wardrobe is to be launched.

The online boutique www.businesswardrobe.com sets to fill a gap in the market for professional yet individual outfits for work.

The website will also put together outfits and offer complete looks and style tips to make it easier and quicker for women to develop a new working wardrobe.

Founders Jane Dawson and Claire Crabtree say that the site promotes the theory that women’s bodies are a blank canvas.

To back the concept, the website’s launch campaign features a model who has had her work clothes painted on.

“It’s important to look and feel well dressed at work, but with busy lives, we don’t have the time to hunt out the perfect suit, that’s complemented by the most beautifully fitting shirt, and finished off by a wow factor jacket,” said Ms Dawson.

“Through businesswardrobe.com we aim to give businesswomen the chance to stand out from the crowd, and make work wear shopping a comfortable, and enjoyable experience.”

The concept has already won the support of Etta Cohen, from the networking and support group Forward Ladies.

“Although succeeding as a businesswoman is about much more than what you wear, confidence is needed for businesswomen to make their mark, and having the right attire can give you that boost which is sometimes all you need to set you in the right frame of mind to take on the world,” she said.

Steve Phillip, managing director of Leeds-based personal development agency Red FM, said that women need to build themselves up as their very own “superbrand” more than ever.

He added: “Women are no exception to this and the key to creating a powerful persona is remembering that you’re always on stage.

“If this is the case surely you want to make sure you feel great and are confident, and a lot of this comes down to how you present yourself.”