I read an article in the New York Times this past Sunday about the evolution of one of America's most beloved clothing brands…Eileen Fisher.

Eileen Fisher enlisted the ultra creative minds at IDEO– a design and innovation company– last year to revamp the brand and move them into a new direction. In this case the direction was down rather than up… in age that is!

Eileen Fisher is attempting to align itself with the younger set by introducing slimmer cut jeans, skinny tank tops, leggings and contemporary ads with more youthful models. Gone are the grey-haired hippies that used to speak to the earth-mothers of the world. But EF loyalists don't get in a tizzy just yet–say a few "kumbayas" and never fear…

The company is dedicated to striking the delicate balance of appeasing to both the loyal (and mostly older) clientele with the hipper and younger customers. Everybody wins!

I personally think the new look and designs achieve that balance well. They are a refreshing take on the easy-breezy clothes that Eileen is known and loved for. I can see both myself, my mother and my grandmother wearing these pieces—in different ways of course, but wearing them nonetheless!

What do you think of EF's new look??