'Cougar' women enter the fashion war

A survey by Meadowhall shopping centre, near Sheffield, has found that, over the past six months, there has been a marked increase in the spending of 40-something women on clothes, shoes and make-up, as they wage war on the fashionable 20-somethings.

Meadowhall's research shows that the spending power between the two is wider than ever, with 40-somethings investing in their appearance by up to 26 per cent more than their younger counterparts. Style expert Bethanie Lunn says: "For too long, society has dictated that women lose their good looks with age, whereas men become 'distinguished',but 2010 is the year to finally put that myth to bed.

"A cougar is so much more than a woman who dates younger men – it describes a generation of women who work hard to remain in vogue and, owing to their glamorous image and self-assured nature, happen to appeal to younger men."

The survey also reveals a 12 per cent rise in women dating younger men compared with 2005, with 56 per cent of men admitting they are looking for an older woman to date – and 19 per cent would quite happily date a woman up to 15 years their senior.

"Cougar fashion is very much about class and glamour," Bethanie says.

"Cougars have the financial advantage over their 20-something counterparts, meaning they can afford the very best."