In 2019, we experienced a range of jarring moments on the world's main stage: the gilets jaunes protests on the Paris streets for economic justice, Extinction Rebellion marched for climate rights, Tristan Thompson got caught kissing Jordan Woods, the British Conservatives came back to power and Trump was impeached. And as we head into 2020, no more settled politically, socially and culturally, fashion has taken advantage of the disunity.

Fifty plus women often assume that fifty means frumpy, without realizing that it can be quite a fabulous age. You just need little additions like tops with asymmetrical cuts, smart patterns, cardigans, and jackets that add to your style, and scarves that bump it all up. Classy and sophisticated scarves go a long way for not just women in their fifties and plus-sizes, but just about anyone.
Oh boy, do I ever need an over-50 makeover. I'm actually over 60 and still wearing things I had in my 20's. It's a good thing I spend most of my time in the wilds in clothing designed for adventure. But your hub has helped me decide to take a good look at my closet and switch out a few things. Sweaters! Yes! Love, love, sweaters. They hide a multitude of sins. lol

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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.
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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