Susan Herbert
Susan Herbert is effortlessly stylish. She is also an expert at self-analysis and evolving her look through the years (decades even). With a lifelong love of fashion, Susan is very much at the heart of New Zealand womenswear label French Freddie – a journey shared with daughters Ashley (designer) and Courtney (marketing).
Now in her 60s, like many women in this age bracket, she has had to navigate the challenge of tweaking her fashion evolution. While always incredibly stylish and defying age stereotypes, Susan is aware that ageing and a changing body can go hand in hand, and many women can find it difficult to adjust their wardrobe through this phase.
Susan shares some style guidance for women facing a new decade and also some insights into the evolution of French Freddie – a family business influenced by elegant European fashion, with the aim of empowering women of all ages to look and feel successful.
What are some of your earliest fashion memories?
Being six years of age and chopping up old curtains to make a skirt on my old treadle sewing machine.
What sparked your love for fashion?
Getting old fashion magazines from a friend of my father’s when I was about 13, cutting out all the images of the models wearing fabulous clothes and pinning them all over my walls (I did that for years).
How has your style evolved from your 40s to 50s to 60s?
In my 40s, I had young children and went through a boho stage of long flowy satin skirts and singlets with lots of crystals. In my 50s, I wore ripped bleached jeans (I did it myself as ripped jeans weren’t in fashion then) and tight singlets, but in my late 50s and early 60s, I realised that I wanted a more refined look, so I embraced slimmer cut jeans with beautifully cut shirts and an array of blazers and dusters.
What challenges do you think women in their 60s and beyond face with fashion?
Looking stylish but not trying to look like their daughters but also not looking like they are ready for the old folks home
Describe your current style and key pieces that make your wardrobe work?
I still have a love affair with my jeans after 61 years, paired with a beautiful comfortable stunning shirt with a classic blazer
What are some of your top tips for women to feel stylish and confident in their 60s?
Be comfortable. Wear what you like when you like. Don’t be afraid of colour.
How can women restyle some of the staple pieces in their wardrobe?
I would start off by making sure that most women (depending on your style) have a classic white crisp cotton shirt. For cooler days or a more sexy look, you can put a cami underneath. I have worn a blood-red cami with a few more buttons undone on the shirt with layered gold necklaces. I wear white shirts with just about everything, even over a dress or gym gear as a jacket. Don’t be afraid to tuck; even the half-tuck can suit most bodies. A great shirt is a basic for most occasions.
Blazers, whether navy or black, are a great addition to any wardrobe. Just make sure the proportion (the blazer needs to finish at your lightest point on your body) and fit are perfect for your body type. A blazer can be worn with any pair of jeans or a skirt or dress and take you into any season. Our Navy Murter is a great staple because it’s a mid-weight fabric with great black tape detail.
Are there any looks you find work for you that you are surprised by?
Ripped jeans (although I may get comments) but I don’t care, I love them!
What are your staple pieces for Spring and Summer?
A just-above-the-knee short black skirt that I can wear our French Freddie shirts with. I love extra large shirts in summer with the heat, so I pinch a super large one out of stock – just don’t tell Ashley or Courtney.
Are there styles that you find just don’t work for you anymore?
Unfortunately, yes. Short skirts and tight tops especially around the middle. I wish I had taken more advantage of my youth to wear more of these.
What’s your fave ‘feel good’ outfit and why:?
Blue jeans, our French Freddie crisp white Elba shirt (love the sleeve detail) and our Navy Murter blazer with white runners.
What’s an easy way to ‘style up’ a basic look?
Throw over your shoulders a blazer, add red lipstick, and a few gold necklaces.
What three staple pieces are worth investing in and can be incredibly versatile?
Navy or black (although navy is softer on the skin as you reach a certain age than black) blazer, a classic white shirt never goes wrong, and a beautifully cut pair of black pants that suit your figure (go to the tailor to get them altered if they aren’t right)
What are the most valuable fashion lessons you have learned over the years?
Don’t buy shoes that don’t fit. Also, walk away for 30 mins from buying and really think about it; if you are still loving it, then buy.
Susan and her daughters, Ashley and Courtney
Are there key pieces that you and your daughters can wear – and how would you each style/wear these differently?
I would wear one of our shirts with classic pants/jeans or knee length skirt. Ashley would wear one of our shirts with a short red leather skirt. Courtney is more boho and would wear our garments with a patterned bottom and a hat and lots of rings.
Some background on the French Freddie evolution
We started off designing skirts/dresses and pants but quickly realised there were plenty of brands that did bottoms extremely well and our challenge was finding great class with twist shirts. We started out designing what we thought people wanted but decided to follow our gut and design what we love and what we would wear. We ask this question continually ourselves when we design a new piece.
We’ve rethought our brand recently and want it to be more accessible to all women. We know the cost of living crisis has hit many New Zealanders hard, so we’ve actually decided to roll out a 30% off campaign for the whole month of October. As a brand, we always want to consider our customers and pivot to the times. We’re about empowering all women.
Outline some of the rewards and challenges of developing the brand?
COVID has been challenging and brand awareness can be very expensive. But once a customer finds us, they generally love our pieces and keep coming back for more.
What is your role in French Freddie today?
The girls call me the sweeper! I do a bit of everything – help with design, take photos for social media, reconcile Xero (my favourite job – not!).
What aspect gives you the most personal pleasure in terms of French Freddie?
There’s a couple – working with my girls is fantastic; we all have our strengths and work extremely well together. The other is seeing people in our garments and the positive feedback.
An overview of the new season looks from French Freddie and how these can work for you and other women 60+?
We are designing some stunning shirts – again comfortable but with a classic twist ( sounds like a drink)! Our next blazer is tailored for those who are a little vertically challenged, and a duster you can throw on over everything including your gym gear.
Something people might be surprised to know about you?
I got my black belt in Tae Kwon Do at 56 years of age. I was the oldest person in the club.
Images supplied