By Rachel Peru, Fashion Correspondent.
Instagram @rachelperu1

Am I the only one that hasn’t heard of Cabi fashion brand?

I first heard about them through my lovely friend and co-organiser of the Silver & Sassy York fashion Week event, Annie Stirk.

Annie organised independent Cabi stylist Deborah Richardson to include Cabi clothing in our fashion show; we spent a fabulous morning looking at the Spring Collection and I was really impressed.

Cabi is an American clothing brand, founded in 2002 by Carol Anderson and Kimberly Inskeep (who I've now added to my podcast guest wish list), alongside 10 other co-founders. Cabi have made huge waves in the American fashion industry with sales now reported at £200m a year, this is a serious brand that has now moved into the UK market.

I loved hearing the story behind the idea, born from women feeling unfulfilled with their working lives and bored with their wardrobes. They set out to create a direct home selling fashion brand. If you’re like me and a 70’s child, you will immediately think of the Tupperware parties your mum used to have but you need to think again! They've certainly proved there's a market for it.

Think of it as a styling party with friends, a chance to try new looks without the confinements of a shop changing room with poor lighting.

The stylist sets up the seasons' collection, showcases individual pieces and gives styling tips and advice along the way. How often have you bought an item home and then don’t know how to dress it using the rest of your wardrobe. Having a stylist showing you the versatility of the clothes and how they can be dressed makes such a big difference to the whole shopping experience. The fun part comes when you get to play dress up and try the clothes on. It seems like in a world where we are all craving that connectivity and personal touch this is a brand with great timing.

It's a huge success in America and has been in the UK for three and a half years now. What impressed me most was the quality of the clothes; the material and the cut is better than in your average high street shop.
The price is mid-range but although some items may seem a bit pricey, you are paying for better quality and designs that will carry on working in your wardrobe for years to come. I should point out I'm not affiliated with Cabi and this is just my first impression of something new to me.

I could have created so many different wearable outfits and as I was trying clothes on, I found myself thinking of my friends and who would suit what, so I have booked a Cabi party for when life gets back to normal. Fashion should be fun and shopping for new clothes should be a positive experience which I feel has been sadly lacking on the high street recently, especially for women hitting midlife who don't feel represented out there.

We all know there has been a sharp increase on shopping online for convenience but maybe Cabi's home selling marketing might help bridge the gap for those wanting a more personal shopping experience. If you're thinking that direct home selling is not for you Cabi have been forward thinking to also create the Cabi Ap. Recently launched so you can watch style shows, see the full collection, create looks with previously ordered items which helps make sure you get the most of your wardrobe and then order online.

I've been converted!

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