Hannah Summersfield writes for the University of Sheffield’s Forge Press on mothers copying their daughters’ style:

Ladies, it is time to lock up your mothers as the “20 – 40s” effect sweeps the nation.  That is the name being given to a new fashion trend engulfing the wardrobes of the decidedly middle-aged.

A new study by the Journal of Consumer Behaviour has found a generation of women are turning to their daughters for fashion inspiration, putting a whole new spin on the age-old saying “like mother, like daughter”.

Some people might defend the trend as a clever money saving trick, but I think it is simply tragic. When women try to dress younger it generally has the opposite effect. Rather than fitting in with the crowd it makes them look too try-hard.

Full article here.