Costume designer Judy Evans created distinctive looks for each of the four actresses to suit their character's personalities and to reflect the Florida setting. According to Evans "I wanted a sexy, soft, and flowing look for Rue, a tailored, pulled-together look for Bea, a down-home look for Betty, and comfort for Estelle. " Anna Wyckoff of the Costume Designers Guild wrote that "Evans took the direction from the producers to create a vibrant look for the four mature leads, and ran with it. . . redefining what “dressing your age” looked like. " Many of the character's outfits were designed by Evans and made specially, but there were between seven and ten costume changes per episode between the four actresses, which entailed a great deal of off the rack shopping. Evans generally dressed the actresses in expensive pieces and high quality fabrics, despite the recurring theme that the four characters were struggling with money, because "The main idea was to make them look good. We didn't want the show to be about four dowdy ladies. "