The maxi trend emerges as 34 percent over 50 named the knee as one of their key problem areas. The recent poll found that 62 percent feel slimmer in a longer style, and "hiding cellulite-problem areas" and "elongating the silhouette" are key plus points for over 50 percent of consumers, reports a website.

Singer Rita Ora opted for longer a hemline at Coachella film festival whereas reality TV star Khloe Kardashian likes glamorous floor-sweeping styles in bold colours and prints. Female shoppers follow the footsteps of these celebrities.

"This season we’ve seen our shoppers shun shorter styles in favour of more feminine, modest cuts, inspired by the latest celebrity and catwalk trends. Demand is huge for maxi dresses, which is why George has launched an incredible range of over 50 different designs," said Helen, head of design for George.


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