Fashion Shopping Blog Caters to Stylish Women Over 40

July 27, 2012 - PRLog -- Women over 40 who want to dress with a stylish, modern edge, not spend a fortune, and remain age-appropriate have a new shopping guide. Kristen Taylor has been in the retail fashion business for six years, and has watched the number of online fashion magazines and blogs proliferate during that time. However, she noted one niche that still hadn't been filled: A shopping blog that finds the intersection of stylish, wallet-friendly, and age-appropriate fashion for women over 40.

Forever45 (http://www.forever45.com) is a new online shopping guide for women over 40 looking for on-trend, high-quality clothing with price points that are always under $100.

Says Taylor, a children's retailer, "I built my business, Juvieshop.com, on providing age-appropriate clothes for tweens, who almost always want to dress too old. I recently found myself on the flip side: having to pay attention to my own style choices to ensure they weren’t too young. I love fashion and trend-watching and don’t believe in style strictures. Still, we all know that there are some fashion neighborhoods where women of a certain age just shouldn’t visit. However, those more conservative, less-casual, more-structured clothes with actual sleeves and nicely draped cotton and wool fabrics are pricey. So I started scouring the shops for stylish, modern pieces that weren’t disposable and yet wouldn’t make me miss a school tuition payment."

Forever45.com categorizes picks in features according to a particular cut or popular style. Recent popular posts included one on short-sleeved sheath dresses, and Chelsea boots. Other popular features are "Style Icon/You Can," (http://www.forever45.com/category/style-icon/) where a fashion icon's style is examined and then re-created using pieces available right now, and "Runway Rework," where designer runway looks are tweaked for real life with shopable finds (http://www.forever45.com/category/runway-rework/). Taylor rounds out the content with fashion commentary, links to stories of interest, and reporting on new or changing fashion brands. "One of our most popular features is when we virtually shop the fast-fashion chains and find great pieces that are, honestly, meant for teenagers, but that are well-made and give a nice boost to an older woman's look." Taylor features sales and promotional codes as well.

Sponsors and brands who are looking to reach the fashion forward woman over 40 are encouraged to reach out to Forever45.com by contacting Taylor at kristen@forever45.com to discuss working partnerships. The site has new content five days a week, and active Facebook and Twitter communities where women can contribute their own ideas and finds.