DETERMINED shoppers are flocking to Selfridges in London to pick up the latest must-have fashion accessory for middle-aged women.

But unlike most bargains at the high-class department store - the latest fashion fad is not covered by a 28-day returns policy.

These women are battling to be the first in their social clique to get a tattoo from Selfridges very own body art parlour.

Gone are the days when tattoos were the sole domain of sailors and drunken men on stag dos.

Now everyone is getting in on the act with body art popular with both celebrities and young people of all ages.

Body art is fashionable but does that mean older women used to buying Prada and Gucci should be able to get their very own tattoo while they shop for the latest catwalk look.

Tattoos have been widely available from reputable shops for years and, although these tattoo artists have seen an increase in demand in recent years, they don't have queues of middle-aged women demanding the latest look.

It seems to me these latest tattoo junkies only became interested in body art when they could go to the ever-so posh Selfridges to face the needle.

Those women who really like tattoos will have had one way before Selfridges started to offer the service.

But according to the ladies who lunch, having a tattoo was frightfully common, until the powers-that-be at their favourite store said it was OK.

But unlike the sexist Jimmy Choos or that little black dress by Stella McCartney, you can't chuck a tattoo to the back of the wardrobe when it's no longer cool.

Fashions change in the blink of an eye and the way things are going there will soon be an army of 50 and 60-year-olds desperate to get rid of the Chinese dragon they had stenciled on their back.

But like lambs to the slaughter these women are still flocking to be covered in horrendous images that fit their budgets but not their lifestyles.

Selfridges had only planned to open the tattoo parlour, aimed at their target older shoppers, as a temporary attraction - probably with the full knowledge that it would be a passing fad.

But they hadn't counted on the mindless devotion to fashion some women have.

The huge demand meant the high class tattoo parlour will remain open attracting women with more money than class to have something inappropriate drawn on their body.

I don't care what they say a skull and crossbones tattoo just doesn't go with a twin-set and pearls - even if it is drawn by the very nice man at Selfridges.

Published: 13/10/2003