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Ten years ago, there was nothing I dreaded more than a shopping trip with my mother. I was 15, she was 51, and our tastes differed wildly. I would sit scrolling on my phone while she deliberated over a camel blazer in Karen Millen, unenthused by the rails of clothes. If I was lucky, I could persuade her to have a quick look in River Island before we headed back to the car park – then it was her turn to be bored as I tried on silly cropped vest tops. The sequinned and skimpy pieces on offer were, unsurprisingly, not to her taste.
Today, things have completely changed. Now 25 and 61, we can easily spend a whole day shopping together, happily hopping around a shared changing room, trying on the same pair of jeans. I’m not her mini-me in matching outfits, but we do gravitate towards many of the same stores.
This shift extends far beyond us. Across the High Street, generational boundaries are blurring, with shoppers of all ages browsing the same rails. Recent campaigns featuring Cindy Crawford and her daughter Kaia Gerber for Zara, Heidi and Leni Klum for Intimissimi, and Yasmin Le Bon with Amber Le Bon for George at Asda all reinforce the same message: style transcends age. Youth-focused brands appeal to trend-conscious older consumers, while heritage names signal quality to younger shoppers like me.
For my mother Christine and me, taking a leaf out of each other’s style book (or a pair of jeans out of each other’s wardrobe) has become second nature. These are the six High Street brands we both love, and our favourite items from each…
Reiss
Reiss has a reputation for great tailoring, but it’s the denim we both rate. The Sakura patch-pocket style (£158) is a joint favourite, thanks to its smart front crease, forgiving fit through the thighs, and three leg lengths. While Reiss sits at the pricier end of the high street, the quality justifies the investment – there’s nowhere else that does leg-elongating jeans quite like this.
Marks & Spencer
At Marks & Spencer, womenswear director Maddy Evans has led a quiet revolution. Where once my mother dragged me there for basics like underwear and school shirts, now the rails are filled with pieces that appeal to Gen Z shoppers like me. But this trend focus hasn’t alienated its core customer – my mother still loves it. This season, it excels in outerwear, particularly its many reimaginings of the trench coat. Mum swears by ‘The Trench’ (£95) for its resemblance to far pricier styles, while I’ve been wearing the mini puff short-sleeved version (£50) on repeat as the weather warms.
ME+EM
For occasionwear, regardless of age, there’s nowhere better than ME+EM. Our wardrobes will always have room for the brand’s jumpsuits. My mum’s current favourite is the cream Leg Elongator Jumpsuit (£395), which she plans to wear to multiple events this summer. I’ve opted for the navy Very Wide-Leg Jumpsuit (£395). Given the eye-watering price tag, I’m determined to maximise cost-per-wear – styled with trainers for work, boots for parties, and even flip-flops for the beach if necessary.
River Island
While I’ve abandoned their skimpy, cropped vests, I haven’t abandoned River Island. Once seen as a younger shopper’s destination, it has seriously grown up, in part thanks to a series of collaborations with other British brands. This floral shirt dress (£69), from its latest collection with Somerset-based homeware brand Cabbages & Roses, particularly caught my mother’s eye, and I plan on borrowing it for trips to the pub this summer.
Holland Cooper
For race day attire, we both agree that Holland Cooper does it best. Trendy yet elegant, it works across generations. The brand’s pussybow blouses (£149) and high-waisted trousers (£299), paired with heels, make for a reliable co-ord in my mother’s eyes. I lean towards its three-piece suits, mixing and matching them as investment staples in my wardrobe.
Mint Velvet
When warmer months roll around, we turn to Mint Velvet. Its linen and embroidered pieces are stellar. This year, my favourite piece is the detailed cream jeans (£140), while my mother loves the linen dresses. Red – the must-have colour of the season, thanks to Matthieu Blazy’s showstopping scarlet pieces for Chanel SS26 – is where the brand scored highest for both of us. Their red broderie midi dress (£160) and linen military trim top (£89) are supremely chic.
