Sleeves: Decoding what the designers are saying

'Yes, of course we know that middle aged women want to cover up their arms, but that is not our problem. For the past few years we have been designing sleeveless dresses because that is what is we want to design. The fact that many women can't wear these dresses is of no consequence. We do not wish to sell to these women because we do not want them to wear our clothes. We realise that we are losing a huge revenue from this clientele, but although we are financially on the brink of ruin, we are artists not business people. We prefer not to make a profit and go under rather than compromise our artistic vision and make dresses with sleeves. No sleeves. Sorry. We are not really sorry. We just don't care what you want. We are directional people, you should want what we tell you to want and if you can't wear it, well, you are not our market.

'For Spring/Summer 09 we are introducing jackets without sleeves. Autumn/Winter 09, shoes without soles. '