After working in Marketing and Business Development for a few years, Pratima Ati jumped ship to pursue two things she loved – fashion and writing. She’s now a full-time Fashion & Lifestyle writer and has never looked back ever since. She sleeps early, reads often, and when she can't, she finally gives a closure to all the characters living in her drafts. Sometimes, they pass off as poetry too! That, and her training in Indian classical music and playing (learning) the veena keep her sane, civil, and bearable.

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.
We all know that we dress one way for the beach, another way for church, funerals, weddings, etc. One would hope that as a woman matures, so does her sense of style. Gracefully say good-bye to the micro minis you wore at 16, skimpy half tops and very low rise pants that expose your midriff, seductive plunging necklines and sausage tight clothing that desperately cling to the bygone days of your youth.
And just like that disco’s not dead. The wide collar favored by the Studio 54 set made a surprise comeback on the spring 2020 runways. Modernized on coats, jackets, and button-downs at Lanvin, Ferragamo, JW Anderson, and beyond, the look is often shown with contrasting colors to make it really stand out. Because what’s the point of a super collar if you can’t really see it?

I started my channel in 2011 as a way to inspire other women to create a life they love! I’m a licensed hairstylist and makeup artist and have worked in the beauty industry my entire life. I currently work full time creating videos for this channel and my vlog channel. I got married in 2015 to my middle school sweetheart and had my first baby Julian in March 2018. I opened my online clothing store in 2018 called Good To Be where we sell trendy women’s clothing, accessories and our own merch line. I’m 26 years old and live in Michigan with my husband, our son and our cavalier King Charles named Colbie. We also recently bought a vacation home in Florida that we’re renovating.


Last season found us in a sea of flowing tulle, indication that gala gowns were ready to hit the circuit beyond your basic black-tie affair. Expanding on that idea for spring 2020 are lovely and light tiered dresses that manage to offer volume, high drama, and maximum twirl-ability. Oscar de la Renta and Roksanda took the idea pretty in pink, while Preen, McQueen, and Dior went classic in black and white.
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And just like that disco’s not dead. The wide collar favored by the Studio 54 set made a surprise comeback on the spring 2020 runways. Modernized on coats, jackets, and button-downs at Lanvin, Ferragamo, JW Anderson, and beyond, the look is often shown with contrasting colors to make it really stand out. Because what’s the point of a super collar if you can’t really see it?

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