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Power Dresses and Petite Women - fashion pages of The Telegraph

Posted on January 26 2022

Another exciting day here at Jennifer Anne Petite - the first time we have been featured centre stage in an article in The Telegraph in print (last time was just online).

Bethan Holt, Fashion Director at The Telegraph, wrote a fascinating piece entitled "The Power Dress that's having a moment". Well, we started off with our very own Power Dress back in 2017, when the Beiwen Dress formed part of our opening collection in our new workwear focussed brand for the petite woman. It is interesting how these classic styles have a longevity that other styles do not. 

The Beiwen Dress was the first Jennifer Anne Petite style to appear in a glossy magazine when it was featured in Woman & Home the month we launched. Bethan asked me how I had come to choose the different colours for this dress (now five in total) and I explained to her how we had originally brought out the shift dress in just two - black and blush.

Black, because I was looking to my days working as a lawyer when a black dress such as the Beiwen would have been so useful to me and the blush was for dressier occasions, with an eye to weddings and other smart events. And indeed that is exactly how many customers have seen the choice of colours in this way too. The v-neck shift dress in black has been a favourite with lawyers and other professionals, with the blush dress being bought by wedding guests and even by brides as a wedding dress.

In 2019, I decided to extend the range of colours for this classic dress for petite women and we brought out the dress in a berry red, (this is the colour that Nadine Dorries, the Culture Minister, chose to wear last week at the House of Commons and was featured very prominently in The Telegraph article today) and also in a classic navy. Navy is such a useful colour for wearing both in and out of work, it is professional and discreet but comes with a little bit more of an individual personality than black.

Do take a look at our very own Jennifer Anne Power Dresses

In the Telegraph article, I discussed with Bethan Holt, why I thought this classic shift dress was such a popular one with our customers. I pointed out the fact that it is trans-seasonal, and how the dress itself is elegant, crafted from a soft luxe fabric which has just the right amount of stretch to show off your curves without being too obvious. Three-quarter length sleeves are particularly flattering for the smaller woman and a V-neck is always a popular choice as it can be worn with jewellery or a scarf to individualise it.

The most recent colour I chose only last year – teal, such a joyful and uplifting colour which I thought was just what was needed after the dark days of Covid. It would be hard to wear this colour and feel down-hearted.

 

I also talked with Bethan about how lockdown had made me look again at my petite clothing range; the rise in the practice of working from home during Covid, meant that we had to broaden the appeal of our brand. I took the opportunity to introduce more relaxed clothing. This we did with jumpsuits, prairie dresses, loungewear, utility trousers, cord trousers and jackets and organic cotton/bamboo tops. I really am pleased with these changes – my aim always was to provide petite women with a wealth of choice and this has definitely helped us to do so.

 

Having said that, I have seen a renewed interest in smarter clothes once again as normal life returns and we are looking to extend our range and choice in this area for our customers. 

I was delighted that The Telegraph featured a petite brand so prominently - it is a relatively rare occurrence but one that I hope will happen even more going forward.

The Jennifer Anne Power Dress

 

 

 

 

 

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