Sosandar. Who makes it. For who? Why is the styling so weird

[ZolaBudd]

Every time I see it on the Marks & Spencer website it just looks weird like an old catalogue from the 1980s

I see a lot of aged 45+ fashion influencers wearing it. No one younger.

The styling is odd. It seems peculiar to have the expense of a photo shoot in Barcelona and Paris for clothes in that price range. (Unless they're using stock photo backgrounds and slotting them in behind the real photos of the model)

i assumed the backgrounds were fake

I am so hopelessly out of date that I actually like Seasalts styling.
The models look happy
Are often medium size or at least a 10
Stand up straight instead of hunching over like they have a pain in their tummies
Unfortunately when their dresses arrive I often send them back!

Thank you for, "the young Gloria Hunniford"!!!
Saw GH interviewed the other day and found myself fascinated by her dress sense. Sosander all the way.

For some reason I always thought it was Swedish and was always surprised as it never struck me as Scandi - makes more sense now tbh!

It pops.upofr me.on M&S but there's always something slightly off about it for me, and I can't put my finger on it. I think it probably functions as a slightly cheaper Mint Velvet.

(Not knocking Mint Velvet - someone linked to some nice tailored widelegs from there on another thread.)

I have a few bits from there. Jeans are good quality and fit my menopausal body shape.

Everyone has different tastes and you young ones will get older too.

It is quite conservative but It's like everywhere else. You can pick up a couple of pieces here and there and still be amazed at some of the other stuff and wonder who on earth buys them. It's the same in Zara, H&M, Joe Browns etc I haven't bought anything in M&s for years it's just not for me but I used to love Zara, Reiss etc but they are no longer for me.

I have no idea where Lemington is but then I don't live in England.

I'm another one who hasn't quite figured out its USP. I'm nearly 40 and think it's too 'old' for me but I feel like I should be the target based on the type of clothes. I also find the price points all over the place; some things seem very reasonable and in line with other mid-range brands and some things seem very expensive for what they are.

And yes to the photography. Endless pictures of very similar looking women just heading out to a fancy lunch.

I have a dress from Sosander, it's knitted, (not wool, I'm allergic) and a soft sage green colour which suits me. Most of the patterned dresses are not for me, although a lot of the shapes would work well on me as I'm an hourglass, and most stores don't seem to have anything that's not shapeless and high-necked. I've not really looked at anything else on there!

Some of the dresses and skirts are decent and good for work. I brought this to wear with black bootsThis

I know some people who work for Sosandar.

Essentially the models get sent overseas out of season and pretty much left to it as they've worked for them so often.

It's similar poses, in similar locations, in similar clothes since the brand started; I'm not even sure if they have a stylist there for most shoots 🤔

They are healthy size 8 women though, which is always nice to see (rather than a size 4-6 teenage waif modelling Gloria Hunniford style clothes).

All clothes brought in from overseas, in fairly basic styles, so if they don't sell a particular summer dress this summer season, they can pack them away and then sell them again next (hence some stuff looking a bit dated).

The owners knew enough people "in the fashion business", so when they launched they got a decent amount of coverage and financial backing etc; but the fabrics and make of their clothes are pretty cheap, so not great quality, in my opinion.

They tend to have a couple of stand-out pieces each season that get some media coverage/celeb wears, but the rest of their stuff is a bit bland for me.

It's a very pretty coastal town in Hampshire. I'm not quite sure why it was chosen over say Exeter or Salcombe or Lyme Regis or just about any other Hampshire, Dorset or Devon coastal town.

You missed the "ageing trophy wives" who don't have to use their brains.

From the other end of the age spectrum I have also wondered who their demographic is - I feel it should be me but there is too much polyester and too many quite fitted clothes for my taste and comfort requirements. However, I have 4 items from them, bought pre-pandemic and still going strong - a coat, two jersey dresses and a poplin shirt. None are high fashion but they’d proved durable and they all mix well in my wardrobe. What I would say in their defence is that I’ve found their customer service excellent when I had a problem and their returns are fast.

I love Sosandar and I would say the demographic is me - early 40’s, smart-casual, classic-style rather than following trends.

I don’t buy as much from them now I work from home as it was largely their dresses I loved for the office.

Part of the reason I love them, is the fit always works for me. I’m 5ft 9” and I know if I buy size 10, it will fit (waist in right place, etc). Most of their models are 5ft 10” and a size 8 so a bit taller and a bit thinner than me - but close enough that I get a realistic idea of what it’ll look like on (I bought mail order).

I do think the styles/fit are targeted more at taller women (5 ft 8/9/10”). I’ve a few 5ft 4/5” friends who’ve bought stuff and it hasn’t fit them.

I do get a lot of compliments wearing their things - no one has ever said I look dated. But, tbh, I’ve never been particularly into following trends - and I do love the 90’s 😃. Im all about wearing stuff that suits your personality and shape.

It's giving me loose women dressed in Matalan vibes

It's rather German in style in my eyes, rather hard-edged, but smart and often shiny.

This model looks like she despises me:

www.sosandar.com/midnight-blue-velvet-blazer-1

I think the clothing is a bit dated, but nothing wrong with that. I've had a couple of bits from them and they are fine-just have to mix and and match with other things if you want to look more up to date.

Funnily enough, it's the only women's catalogue that my dh shows an interest in (!) and keeps trying to get me to buy things from there, but most of it is not my taste-I think it's because its more of the figure hugging, flattering style of the Trinny and Susannah days. Needless to say, dh is not impressed by most recent purchase of lovely wide leg trousers and a chunky knit from M and S.

It looks quite classic to me. The kind of thing that suits your body shape, rather than follows the latest trends.

I'm glad you posted, OP. I'd not heard of it, but think I like it!

It's got new versions of items I wore to death and wasn't able to replace

You know that 'really useful' shirtwaister, and the denim catsuit that made you look fabulous and formula one when you were sixteen?

I agree with a PP who said the brand appeals to women who want to look pretty/well-dressed but not fashionable. The fit doesn’t change - it’s a lot of A-line.

A big advantage for me is the use of realistically sized and aged models so the pictures do give a real sense of how the clothes will look like on. And the sizing is consistent and designed for middle-aged figures (bit of room round tummy, etc).

Also agree with PP that there are Trinny & Susannah vibes.

I totally love Sosandar. Before it started, I didn’t really feel there was any retailers that catered to my particular demographic

I assumed it got popular when the 80s/90s revival was in. I mean, it’s basically Littlewoods meets C&A, right?

I was surprised that they hadn’t moved on from it by now.

I'm in my 30s and picked out a Sosandar dress at a clothes swap recently - I didn't know the brand before. The style is not super trendy (it's a fit and flare with a frilled hem) but it has the look of a well made item and despite being polyester the fabric feels quite high quality. It can be styled to look more current and can also work as quite safe workwear if need be.

I always think their stuff is nearly nice, but cut a little bit too tight and that makes it look a bit try-hard and not quite current. I do like the way they always have basics like jeans and denim and leather jackets in a really wide range of colours, though. But it is very much that TV-presenter, slightly-too-glam look.

It’s an interesting one. I’m not sure if I would be their demographic- I’m 59. I think it’s aimed a bit younger maybe. Someone who needs smart dresses or outfits for the office. A friend who is a few years old than me likes it though. She has never been what I’d call trendy though - which is in no way a criticism as nor am I! I tend towards more casual these days though.

I did buy a blue ‘velvet’ shirt from them last year and it’s ok.

having looked now I quite like some things.