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...Emotional fit developing a new fashion design methodology for mature women katherine townsend ania sadkowska juliana sissons nottingham trent university uk corresponding author e mail ntu ac abstract this paper reports on user centered methodological approach towards referred to as the baby boomers in study are product of cultural revolution s who consequently have strong sense their own agency conveyed through clothing and style but now find themselves stepping into unknown territory limited market majority brands stores aimed at younger consumers with some exceptions it is only high niche designer labels offering stylish garments that complement changing bodies an older generation aesthetic values response situation three researchers developed original research which synthesizes textile practices interpretative phenomenological analysis ipa resulting holistic co centred responds physical needs ageing female demographic keywords durability introduction term has been assigned project r...