TO HELL WITH “DRESSING YOUR AGE”: THIS BRAND WANTS WOMEN TO BE SEEN
At 72, Faye Browne. the co-founder of Melbourne fashion label Motto Fashions is fronting the brand’s latest campaign in a striking red suit, appearing on billboards across Sydney and Melbourne with a message that is hard to miss: stop waiting for the “right” occasion to wear the clothes you love.
“Wear Your Good Sh*t. You Are the Occasion” is the campaign slogan, and frankly, it is about bloody time someone said it.
Because somewhere along the way, women were handed a ridiculous list of rules about what they should wear as they get older. Less colour. Less skin. Less attention. Less fun.
Motto would like to see it all thrown out.
Who made these dressing rules anyway?
Founded in 1985 by husband-and-wife team John and Faye Browne, Motto has built its business around women dressing for themselves rather than chasing whatever trend the fashion industry has decided is hot this week.
Now run alongside their daughter, Lauren French, the family business is still doing things its own way, with bold prints, bright colours and statement pieces produced in limited runs.
The message is simple: you don't need to be younger, thinner, cooler or heading somewhere fabulous to wear something fabulous.
You just need to want to wear it.
As Faye puts it: “Nobody is coming to hand you permission. So give it to yourself.”
Exactly.
Stop saving the good stuff
How many women have a dress sitting in the wardrobe that is “too nice” for everyday wear?
Or the shoes
saved for something special?
Or the top that is apparently too colourful, too revealing or just a little bit too much?
Motto's new campaign is essentially telling women to stop waiting.
Wear the dress to lunch.
Wear the red suit because you bloody love it.
Wear the outfit you've been keeping for some imaginary Very Important Occasion.
You are the occasion.
And forget dressing your age
The campaign also takes aim at one of fashion's oldest and most tedious rules: that women should somehow become less visible as they get older.
Why?
Motto's answer is that age should have nothing to do with whether you can wear colour, make a statement or show a bit of skin.
No fashion police are waiting outside your front door.
And if there are, frankly, they need a hobby.
The clothes have a following
Motto has developed a loyal following for its signature pieces, including the Miracle Pant, Lust Cami, and Blogger Shirt.
The brand says the Miracle Pant has sold more than 50,000 pairs, while the Blogger Shirt has sold more than 55,000.
Names including Julia Morris, Kate Langbroek and Jelena Dokic have also embraced the label.
But the clothes are really just the vehicle for the bigger message.
This isn't about looking younger
And that's an important distinction.
Motto isn't telling women to dress like they're 25 again. It is telling them to stop treating age as a reason to disappear.
“Fashion isn’t about chasing youth,” says Owner Lauren French. “It’s about owning your style and being visible on your own terms.”
That's a much better fashion rule to live by.
So, if you've got a great dress hanging in your wardrobe waiting for the right occasion, consider this your permission slip.
Wear the damn dress.
