CURVE APPEAL
Retailers Recognize Real Women
By Sylvi Capelaci, TORONTO SUN TIMES

GOOD NEWS for women who don't want to look like their little sisters or their matronly mothers. Times are changing.

There are a growing number of companies awakening to the needs of 30- to 50-year-old women who, until now, have been excluded from fashion's youth-obsessed culture.

New brands such as Yzza and Josef and established names like Le Chateau and Gap plan to dress this savvy shopper who is tuned into trends but doesn't follow them by the book.

She made all her fashion mistakes during her rebel youth and knows what looks good on her and what's appropriate -- nix the super-low-rise jeans and micro minis.

She is probably a mother with one or two children who can't wear a junior cut. She needs clothes with curves.

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