Grazia magazine is on it.
They understand we older women have a thing or two to say about fashion and style.
I might have one or two ideas about that too. They asked me to pen a few words about the “Over 50” Influencer and here is the unedited version. xv
- Why did you start your blog and what was missing?
I started to shift my writing and content focus more and more towards fashion and beauty because my readers responded very positively to these conversations. Women, as they age, are wiser, even more, beautiful and more self-confident. I felt we could all lead lives that are infinitely enriched and all we needed was a little inspiration and know-how.
I believe in an ageing philosophy I have coined, “Better Not Younger”. Trying to go backwards or recreate the past is a futile pursuit and one that leads to a lack of self-confidence and unhappiness. Facing the future with the goal of “better, not younger” is the way I want to think and live my life.
- What do you think the appeal of ‘older’ influencers is?
An older influencer has experience and understanding. We have something to say. It’s not just a photograph and a suggestion to buy. With every feature, we create there is solid reasoning behind my advice. I will never endorse or suggest something I don’t use, seriously covet or have already. Authenticity is everything and my number one priority.
Sometimes women need encouragement or simply someone to tell them, “they can wear that” or “this is how it’s done’. I believe fashion is for everyone; it is how we adapt trends to suit ourselves that makes the difference.
It’s not about a number it is about knowing yourself and your own signature style. Working that one out is easy for some and an ongoing journey for others.
Who is your following?
My readers are predominantly women 40+
They are smart and well educated. They are either re-starting their careers or re-engineering them. They enjoy engaging with each other through my platform and they want to be knowledgeable about all that is available in the fashion and beauty world.
They are a group of fascinating women always ready to comment and I write to them as if they are my best girlfriends – even though we haven’t met I feel we are the greatest of friends.
- How do brands respond?
Brands are in a difficult position. They know the “older” demographic of women have more disposable income and yet traditionally for campaigns, the younger influencer has seduced them.
This is changing and the brands I work with are beginning to understand women are discerning and prefer an honest and truthful form of marketing. Women demand to see real women, whatever age. I like working with brands that trust me to spread their message in my way. I know my reader and I know what she wants and I won’t push anything that wouldn’t work for me.
- Do you subscribe to the ‘rules’ of style?
I subscribe to the ‘adaption’ of style.
Rules don’t work for everyone because a style is not a static concept. Mine ducks and weaves over the decades but essentially there are elements recurring since forever.
We each have our own unique way of dressing and what works for one does not necessarily work for another. Trends are there to be interpreted and not necessarily obeyed; style is much the same.
Anyway, I have always thought rules are for breaking ;)
images atelier dore and vicki archer
