Today, I’m turning my attention to a brand I haven’t covered before, Zera, and I’ve been thinking a lot about why I’ve covered so little of their clothing in the past – I think it’s because for a long time, I didn’t feel like I was their target audience. However, just a short while ago, I was contacted by their new team – which included some familiar faces from other brands we know and love here at Midlifechic. This immediately piqued my interest. I know you love hearing the stories behind brand updates, so let me share what I learned about Zera’s exciting new direction.

Like many retailers over the past few years, Zera has taken the time to re-evaluate and adjust their direction. They’ve been thinking about who they want to see wearing their clothes. Their current customer base skews older, but they are still important to Zera because they have grown with the brand. However, Zera is also eager to expand their reach to a new audience that is more mindful than age-oriented.

I asked them to describe this new customer and they painted this picture: she is independent and confident in her choices. She wants to look stylish and follow trends, but she values her individuality and doesn’t blindly follow them. Of course, this mentality spans all ages, but Zera’s research shows that it’s especially prevalent among middle-aged adults. This resonates with me because by middle age, we know who we are and what we want. We’re happy to stay up-to-date and capitalize on trends, but we’re also selective, drawing inspiration from a variety of elements to keep our closets fresh. For the most part, we focus on creating a timeless capsule closet that reflects our style and stands the test of time. As a result, Zera was heard to articulate their goal as

“A more elaborate and inspiring retail experience. We want our clothes to last and be special enough to wear season after season, which is why they are thoughtfully designed with unique details that don’t chase fleeting trends.”

This season marks the beginning of a new direction for them, with some of the earliest pieces already being rolled out.Zera is always experimenting with new color combinations, and their long-term plan is to make their collection scalable. Rather than introducing a new color scheme every season, they are committed to creating pieces in the same color palette that can be paired perfectly with pieces they have already purchased.

Another area Zera is focusing on is sustainability. So far, they’ve achieved 60% sustainable sourcing and are committed to reaching 100% by the end of 2023 – which is faster than many other retailers are aiming for (2025). For example, their swimwear is already 100% made from recycled materials (REPREVE) and their wool is certified to the Responsible Wool Standard.

All in all, Zera gives the impression of a brand that may have been a little tired, but is now being reinvigorated by a talented team. It will be interesting to follow their evolution. I can’t wait to try out some of the early pieces under their new direction, and as I was browsing their website, I was suddenly reminded of some of Zera’s standout designs from a few years ago. Do you remember when they used to make reversible skirts? They were very popular at the time – perfect for busy moms. The concept was ingenious: two dresses in one. For me, this means I can quickly flip the skirt over if it gets stained or smeared with fingerprints during a busy day.

While I’m long past the need to hide behind a bush for a quick change, it occurred to me that this design is perfect for a travel capsule. (Zera, if you’re reading this, allow me to give a shout out to the archives!) Oh, and they used to pair them with solid, color-coordinated tees that were perfect. Their idea was that if you bought a couple reversible skirts and a couple t-shirts, you could pair them with a variety of different looks. It’s these thoughtful details that have me excited for the future of Zera. For those of you who want to create a versatile closet, you can also find inspiration in setting positive goals from the start of each week, which can help you stay focused and be intentional with your style choices.

Quick Change: five minutes to a stylish look
I found an old photo of myself in a Zera costume to illustrate what I mean (it was the last day of our vacation and we both had food poisoning so neither of us looked too happy …… although Mr. MC and I looked as if we had enough padding to hold us up!) .

Zera clothing circa 2010
Zera Review – Trying it on
When I asked what you would like to see on Midlife Fashion, many of you mentioned the inspiration of relaxed casual weekend wear. Browsing Zera’s collection for the first time after many years, I realized that this is exactly what they do best. They specialize in creating casual wear with sophisticated details, and I immediately realized that their collection was perfect for creating a cohesive capsule closet. It reminded me of the past, when clothes were small in quantity and effortless to put together. Before I get to the clothing, I should mention that I’m posting this today because everything on the site (except sale items) is 20% off for the next few days.

When my package arrived, I was immediately impressed by the weight and quality of the selected items. While not all items are made of natural fabrics, Zera uses blends that feel like natural fabrics. The cotton, denim and wool items have a vintage-like sturdiness that is reassuring. It made me realize that I’ve become accustomed to lighter, thinner blends as many brands turn to managing their margins.

Hate to See You Legacy Center
I’d almost given up hope of taking these photos – Storm Dudley followed by Eunice, then Franklin, who left us with a relentless storm. Then I remembered where Brief Encounter was filmed, not far from us. It’s still a fully functioning station, but doubles as a heritage center, and luckily we visited on a quiet day with no tour groups, so the place was pretty much just us. If you ever get a chance to visit the South Lakes/Moquham Bay area, it’s worth a visit. There is a small railroad museum, two delightful tea rooms (including the original meeting place of Trevor Howard and Celia Johnson), and even a cozy brewery. Now, let me show you the outfits and share my thoughts.

Zera Review – SS22 Styling 1
For once, I tried a garment that fits the season – a spring garment that actually keeps you warm! This time of year, I look for light colored jackets. I have a classic camel colored jacket, but while in Manchester last weekend, I noticed that this jacket has become commonplace – it seems like everyone is looking for something that doesn’t feel so winter-y. This aqua blue faux tweed coat appealed to me and it’s perfect as a transitional piece for the coming months. Let’s face it, we’ll probably be wearing coats for at least another ten weeks. This coat has a relaxed fit and dropped shoulders, so I went a size 10 smaller to create a sharper profile. If you prefer a more fitted silhouette, go one size smaller – an 8 will pull up the shoulder seams without compromising the overall fit. It’s all a matter of experimentation to find the best fit for your body type.

Boots are the cornerstone of all the outfits I’m going to show because they go with almost any outfit. I’ve been on the hunt for a pair of brown leather boots, but it’s hard to find boots that don’t have a chunky sole (I’m guessing the lug soles that have been everywhere the past few seasons may be going out of style soon). These boots have a hidden elastic band that fits a wide range of calf sizes and are very comfortable to wear – it’s the kind of classic piece that you can keep in your closet for years to come.

These jeans have a classic slim, straight cut that is comfortable and easy to wear. I’m wearing a size 12, and while they are very comfortable to wear, I could easily go down to a size 10. So, if you’re hesitating between sizes, I recommend going one size smaller. These jeans also come in a dark wash, but since I love the springtime feel, the bright blue wash appeals to me more.

For me, it’s a great way to incorporate a strong, rich hue on the bottom half of your body while still maintaining a seasonal feel for the next few months.

Tweed coat; ribbed undershirt; straight-leg jeans; maroon boots
Below, I’ve chosen a textured cable knit undershirt – an ideal piece for the transitional season, as warmer weather is just around the corner. If, like me, you have broader shoulders, the cut of this piece is particularly flattering as it visually balances and narrows them rather than emphasizing their width.

Underneath, I’m wearing what I consider to be a timeless Zera must-have piece: a long-sleeved cotton tee. It may look simple, but the quality of the fabric and the delicate, clever cut enhance the overall texture. The neckline sits just below the collarbone, the hem is slightly rolled in, and it’s available in a variety of colors – but I like this vibrant blue the best.

One surprise? The suede paneling on the back of the boots, which isn’t obvious online but adds a subtle hint of interest when you see it in person.

Undershirt; long-sleeve tee; straight-leg jeans; maroon boots

Zera SS2022 Look 2

Next, we arrived at a cozy cafe – a charming cafe with a retro vibe that wouldn’t look out of place in a 1940s movie. The owners were very friendly and allowed us to take photos without getting in the shot! Of course, we couldn’t resist stopping for lunch, and I can safely say that the food is fantastic – hearty, northern-style fare that’s definitely worth a visit if you’re in the neighborhood.

As for the clothing, it reflects a subtle shift in the season’s trends. There are no radical changes, but we are seeing a gradual shift towards more fitted silhouettes. After experiencing loose styles that accommodated a home-isolated lifestyle, there’s been a gradual return to streamlined shapes. This includes a resurgence in the popularity of mini skirts, replacing mid-length dresses. While I doubt I’ll go barefoot in the summer, I’m enjoying trying new things now.

This organic cotton mini skirt hits just below the knee, and Zera has thoughtfully designed leggings that pair perfectly with their collection. Their leggings are the highlight of my discovery – made of pure cotton, they are opaque to great effect and incredibly comfortable to wear.

Turtleneck sweater; organic cotton mini skirt; cotton leggings; maroon boots

It’s hard to capture the exact hue in the indoor light, but the soft pink pullover works beautifully with the skirt. It’s made from a blend of alpaca, wool, and synthetic fibers.Some reviewers on Zera’s site mentioned that it felt a little itchy, but I found it fine even on my relatively sensitive neck. If you have particularly sensitive skin, it’s best to keep an eye out for it. It’s currently on sale for a great deal.

Turtleneck sweater; organic cotton mini skirt; cotton leggings; maroon boots

Zera Review – SS22 Look 3

Stepping outside, we tried to replicate the classic photo, but couldn’t quite recreate it. If you’re familiar with the station, you may have noticed that the iconic clock is missing – it was taken down for repairs before the lockdown and has yet to be restored to its original state.

This outfit features a fresh spring color palette. Brown jeans are hard to come by, but I love how they pair with boots to elongate the legs and look more coordinated. They are versatile neutral pieces that can be worn with a variety of colors. Skinny jeans have always been a must-have item in my closet – perfect for pairing with boots or rain boots. These jeans are made of cotton with a bit of stretch for comfort and flexibility. If you’re out of size, I’d recommend buying one size smaller.

Fair Isle style turtleneck sweater; tan skinny jeans; maroon boots

Before we left, we couldn’t resist sampling the cake from the cafe. The sweater in this look is both lively and flattering, with slimming dark paneling at the hem. The back hem is open and low at the hem, making it easy to tuck into a skirt or pair with wide-leg jeans. It’s made from 79% wool to ensure a comfortable and breathable wear – a versatile piece this season.

I didn’t find it itchy, but someone with extra sensitive skin might.
Fair Isle style crew neck sweater

So that’s my review of Zera – this is the first time I’ve explored their collection in at least a decade. What struck me was the muted tone-on-tone color palette, the quality of the fabrics, and the overall fit. It’s great to see that they’re making strides towards sustainability and setting ambitious goals. I really appreciate that they’ve chosen to focus on middle-aged adults and have carved out a niche in this segment by offering clothing that leans more towards smart-casual than totally casual. Hush had filled a gap in the market before being acquired two years ago, and the addition of Zera is exciting. I truly wish them the best of luck – they have some talented people and hopefully they’ll be able to put out well-designed, timeless pieces that will become the foundation of our closets.

As always, this is your chance to share your expectations for the Zera clothing line. If you have any constructive feedback, please add it to the comments. Maybe it’s a memory of a favorite garment from Zera’s past, a reflection on the brand’s recent years, or a specific item you’re looking for that no one seems to offer. For me, I love turtleneck pullovers with necklines that start at the collarbone and raglan sleeves; classic chunky cotton Breton shirts with boatneck necklines; and simple, soft merino wool shirts with boatneck necklines; and well-designed T-shirts, like the one in my old Zera photo above, but made of jersey cotton rather than plain knit. Share your thoughts while you can. Don’t forget, it’s a great time to get your hands on all regular priced items at 20% off for the next few days.

Stay tuned this Thursday morning for my review of this season’s Inès de La Fressange collection at Uniqlo – you can see a preview by clicking here.

If you’re looking to create your own unique style, read “What is a Lifestyle Blogger? Tips for Creating Your Own Unique Style ” for inspiration on how to make your blog stand out.

Disclaimer: This Zera Review – A Repositioned Brand was commissioned by Zera, but all thoughts, photos and outfit choices are my own.

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