If you’ve got it, the place to flaunt it is the beach or the pool. VENUS helps you do just that. Many of the one-piece bathing suits and swim dresses at VENUS incorporate exclusive Hold U technology, resulting in a design that fully flatters your figure. VENUS also has an assortment of two-piece bottoms and tops, too, that you can pair to create a vacation look that’s uniquely your own.
In the fast-paced fashion industry, it can often feel like there's a glaring lens always refocusing on what's youthful and new. But here at Who What Wear, we're inspired by women of every age, which is why we figured it was high time to give a few of our favorite over-50 trendsetters a little love. These bloggers and Instagram stars have carved their own niches by staying true to their unique senses of style and by mixing trends with styles they've kept in their arsenals over time.
The Prime Woman is also fashionable. She wants to dress for the body she has, and is discriminating in her taste. We created Prime Shop to cater to these women, our readers and subscribers. You can find fashion focused particularly on our ageless generation, like the all black pieces you need in your wardrobe, and the most flattering jeans for our figures. It appears some fashion designers are also recognizing the potential influence of mature women and that fashion over 50 is a market they can’t afford to ignore. Recently, during London Fashion Week, designer Simone Rocha featured a three generation cast in her catwalk. In New York, The Row included models in their 40s, as did Michael Kors. It’s no wonder so many smart women have taken up the over 50 fashion baton and created blogs that rival the popularity of the 20 and 30-something fashionistas.
Curvy is beautiful and our plus, plus petite and extended size styles are here to show off that beauty.  You can feel confident in knowing that our designers have you in mind when designing new styles. Looking to style that new top you just bought?  Our plus skirts, pants and jeans are ready when you are.  Heading out with the ladies or looking to build your workwear wardrobe?  One of our plus jumpsuits or dresses may be just what you need. 
The long parade of more than 100 fashion shows for the spring 2020 season has concluded—but we're just getting started. The first order of business is discerning the most impactful trends of the season: from artisanal crochet and graphic polka dots to a look at decades past via disco collars and '60s wallpaper prints, couture feathers, hot pants, bold neons, and many more. See which designers led the pack for each new mode and get in on the looks early by shopping them now. Welcome to what's next.

Seems counterintuitive for a woman to put so many restrictions on other women and claim they are being supportive and helpful. Wearing the “right” clothing is about us learning what looks good on our particular bodies (that’s for all ages) not putting into place some social restrictive standard that will continue to put women in a box! Why are we still so bent on telling women what to do? Are we so jealous of the hot 50 year olds in bikinis that we have to use peer pressure tactics in order to compensate for our own insecurities? Come on women! We should be celebrating each other! Can I add, what the heck is wrong with florals???


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While lace-up gladiators are key in the sandal game next spring, the most surprising footwear trend to come out of the SS20 shows was the boot. In what can be seen perhaps as a signal of the loosening of seasonality, numerous designers chose to accessorise their spring collections with what was previously winter-appropriate footwear. Christopher Kane did it with the cowboy, Saint Laurent made it slouchy, while Prada and Pyer Moss championed the leather knee-high and Molly Goddard and Loewe gave boots a summertime spin with an injection of bright colour.
You know how sometimes you just know things, but don’t realize that you do until someone mentions it out loud. That’s just the case with fashion too, and that’s why we always need tips from experts, fashionistas, and designers to validate what we know. But, often while reading about stuff, we realize how we miss tiny details and how other people have a different perspective to offer! Like they say, the devil is in the details. If you were wishing that it’d be nice to have a list that states it all out for you, we’ve got you covered. So, today, let’s take a look at 50 Fashion Tips that will come in handy for every girl – whether you are a college chica or a lady boss. Ready? Let’s do this.
Crochet is getting a cool update come spring. Think ultra-feminine dresses, polished suiting, and eveningwear that feels modern with a special touch of Grandma’s handmade crochet. As the fashion industry looks for ways to become more sustainable, there’s something special about a “trend” that embraces a slow, handmade technique that can be passed down generation after generation—à la that treasured family heirloom that lasts forever.
Not to be completely shameless, but we do have to brag about our bloggers at PRiME who are passionate about fashion over 50. The publication began in 2014, and has been gathering a loyal following of fans ever since. Prime founder, Dorthy Miller Shore, with her classic style that is elegantly effortless has a collection of fashion over 50 posts including:
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While the term borrowed from the boys is so passe in 2019, there is something decidedly last midcentury Savile Row about the vest. Whether included as part of a three-piece suit at Burberry and Etro, or mismatched with a jacket at Louis Vuitton, there’s something quite dapper and appealing—not to mention endlessly flattering—about the almighty waistcoat.
Avenue delivers women’s plus size clothing that keeps up with the latest fashion trends. That’s why we’re the leading destination for style-minded curvy women sizes 14-32. Our pieces are designed for a comfortable, flattering fit. And our size chart is there to help you choose what’s just right for you! We work hard to give you quality plus size clothing that complements your busy lifestyle at prices that won’t make you feel guilty. You’ll find knit plus size tops of all silhouettes, in modern prints and solid brights that add excitement to your wardrobe. Dress them up for work or pair them with our plus sized jeans for the weekend. Our innovative denim will enhance your curves so you can experience the confidence that comes with a perfect fit. Prepping for a night out? There’s something for every occasion in our collection of plus size dresses. They’re ready to be paired with our exclusive Cloudwalkers® wide width shoes for women—comfortable enough for those events that keep you on your feet. Of course the foundation of your look is our plus size bras and plus size shapewear. Our bra collection isn’t just solution-based, it’s pretty too. At Avenue, we know that feeling beautiful from head to toe is what makes your confidence shine every time.
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