7 Women Who Wear What They Like – the Over40Collective #iwillwearwhatilike

The Over40Collective

Once upon a time there were seven women bloggers who lived in all different parts of Blogland. They did not know each other personally and had only chatted to each other through their blogs and social media.

Then one day (exactly one year ago today, in fact) they all met each other in real life and became colleagues and lifelong friends. And so begins the story of the Over40Collective which is officially launching TODAY.

We – the O40Co – are seven fashion and lifestyle bloggers who decided to do something that would make waves in the blogosphere (hopefully we’re making a little ripple to begin with, but we’re aiming for waves…) because we wanted to prove that older bloggers are where brands should be investing their money. One of the most common moans about fashion brands aimed at the 35+ market is that they still use 20-year-old models, and not only that but 20-year-old bloggers for campaigns as well =le sigh=

I wanted to tell this “story” today not only because we are very, very proud to be launching the Over 40Collective today, but because I wanted to show you that a lot can be achieved when women work TOGETHER (yes, in caps!) to support each other rather than tearing each other down.

Via Twitter and email a few of us decided to go to the Blognix retreat in February 2016, and we asked a few more that some of us knew to go – we wanted to see if we could get some more over 40 bloggers to attend a blogging conference which are sometimes known for only being attended by 20-somethings.

Long story short: We got on like a house on fire and we decided to continue the friendship, but we also decided to make our common goals and aspirations into something bigger, something to benefit ourselves, our readership and the brands that we wanted to target.

As we all know older women generally have a lot more disposable income so we wanted to point out to brands that if they wanted to target 40+ women, they should use 40+ bloggers, not Instagram sensations young enough to be our daughters.

How the O40Co can benefit YOU

Although this is primarily a business venture for us to work with brands to bring our readers the clothes, interests and topics that we feel they want to see and read about, we want to eventually create a community that benefits all older women – whether they blog or not.

We have lots of plans up our sleeves for the future, so when the time comes for us to share those plans and start some community projects then we want to tell you all about it…

Sign up here to receive news and updates from the O40Co Community (it’s for bloggers and non-bloggers alike)!

So as well as signing up to our community, I wanted to explain that this is not only about seven women who wear what they like (I couldn’t be more happy to be working with so many women who not only support me and each other, but also “get” my philosophy of #iwillwearwhatilike without batting an eyelid) – but this is about EMPOWERMENT. We could quite easily have enjoyed each other’s company that weekend, sent the odd tweet afterwards and drifted apart. Instead we created a WhatsApp group and set about changing the world.

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(Well okay, maybe that’s a little extreme but you have to dream big!)

So if you want to makes changes, do it together. If you want to simply create a group for friendship reasons or to continue a hobby, do it together. The internet sees too much of women tearing each other down and it’s time we did the opposite.

If you’re with me (us), do sign up to our community and we’ll make waves together!

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The link up: Add your outfits to this week’s link up and if you’ve added a link to here or my button to your post you may be featured next week!


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The #iwillwearwhatilike link up with Not Dressed As Lamb
Thank you for joining the #iwillwearwhatilike link up! This started as a campaign on Instagram in August 2015 where women over 30 wore everything on a journalist’s list of “inappropriate” items for 30+ women (including leopard print, short dresses and oversized sunglasses. Yes, really). It was so popular that I decided to carry it on weekly where women of all ages link up their fabulous style, never mind what anyone tells them not to wear!

The link up goes live every Monday at 3pm UK time and will stay open for a week. Whilst the original article was of course aimed at the 30+, you can be ANY age to link up. The only criteria is that you’re wearing whatever you damn well like!

An InLinkz Link-up

Linking up etiquette…

CLICK HERE to read the rules of linking up (and to grab the #iwillwearwhatilike button). Basically it’s just good manners to link back to here – to leave a comment is even nicer!





Photo: Rachel Vogeleisen


  1. 10 April 2017 / 6:48 pm

    Love you ladies. You are all fabulous in your own way!

  2. 4 March 2017 / 9:02 am

    Amazing, collaboration is the key and you guys are meeting a gap for readers and in the market. So happy for you all. Smart, creative and beautiful women! x

  3. 3 March 2017 / 6:56 pm

    What a beautiful group of ladies. Thank you for being bold and encouraging us as women over 40 to look and feel our best. I appreciate your posts and all your inspiration. Hope you are having a great weekend. – Amy

  4. 1 March 2017 / 3:11 pm

    What an awesome post. You all look fabulous too. Great photo Catherine.

    Happy Hump Day! <3 Ada.

  5. 1 March 2017 / 4:34 am

    What an incredibly exciting new venture, dearest Catherine…congratulations!! Of course I'm all signed up for the O40Co community – I'm looking forward to staying in the loop! – and I've followed on Pinterest, Twitter, and Instagram, too!! P.S. How in the world do you find the time for everything?? I often barely have the energy to open my emails after a long day at work; but you're not just a pro blogger, you are photographing for your hubby's blog…and now this amazing new project!! I've said it before and I'll say it again – you are my blogosphere Superhero!! XOXO


  6. 1 March 2017 / 12:34 am

    It is wonderful that women are working together to encourage and honor women of all ages. As we live longer lives, women can learn so much about fashion and build their own confidence by what you in this collective and the Fierce 50 collective, are able to bring to the table. Looking forward to more from all of you. – Amy

  7. 28 February 2017 / 5:46 pm

    It's been one heck of a year lady! I am so, so pleased that I clicked on the 'buy it' button for a Blognix ticket. I have no idea how I got along without you lot in my life.
    Much love
    Michelle xx

  8. 28 February 2017 / 2:03 pm

    Wonderful! Can't wait to see what you lovely lot have in store! xo

  9. 28 February 2017 / 10:22 am

    Hooray to all of you and wishing you the best of luck Catherine. xo Sabina

  10. 27 February 2017 / 11:32 pm

    Sounds like a fun group to be in! I love the picture you posted, all of you look so lovely!

  11. 27 February 2017 / 11:17 pm

    Congratulations of Herculean proportions are clearly in order, Catherine!! Hurrah!! Here's to bigger and brighter things ahead for every over 40 female out there. May we all always feel strong and confident and empowered, whether individually or collectively xoxo

  12. 27 February 2017 / 8:43 pm

    My life was made funnier, better, richer, and more colourful for having met all of you in the Over 40 Collective. I look forward to see what is on the horizon. It is so much fun hanging around the virtual water cooler with you all! xx

  13. 27 February 2017 / 8:36 pm

    Aww Catherine it's so exciting to finally get this project off the ground isn't it. What next for us all? Who knows. Thank goodness we all took that leap and went to Blognix xxx

  14. 27 February 2017 / 7:43 pm

    I love following along on this beautiful and inspirational community! Your success helps to fuel the fire of many and I can't wait to see what else you have in store.

    Heidi || Wishes & Reality

  15. 27 February 2017 / 7:02 pm

    Wow Catherine! Your O40CO website is super slick and PERFECT for attracting companies to the target audience they SHOULD be aiming at….
    Us "older" women with our own personal style, money to spend and the savvy to spend it where we feel valued.
    A HUGE shout out to the beautiful O40Co ladies who are doing a fantastic job promoting support and building each other up.
    There are enough misogynists in the world (not all of them men!!) I'm all for "Girl" Power.
    Fake Fabulous | Style and fashion, over 40

  16. 27 February 2017 / 6:30 pm

    Congratulations! I wish you stunning success with this new venture. It will be fantastic to see women of our demographic represented consistently in campaigns, not just for one-off token appearances. Thanks for the linkup – best hashtag!

  17. 27 February 2017 / 5:26 pm

    I'm heading right over to the over40collective website right now. It sounds like a wonderful idea! Have a great week! Peace! Cheryl

  18. 27 February 2017 / 5:13 pm

    Congratulations on the launch of O40CO! The website is fab – sleek, professional, stylish – like you gorgeous ladies in fact. Wishing you all every success with this new venture. I've signed up and can't wait to see what exciting news comes forth.

    Thanks for the link up party again Catherine x

  19. 27 February 2017 / 4:19 pm

    So happy right now 😉

  20. 27 February 2017 / 4:02 pm

    Fabulous idea, I look forward to seeing more!

  21. 27 February 2017 / 3:49 pm

    Such a great project! Best of luck! I'm looking forward to the updates!

  22. 27 February 2017 / 3:47 pm

    Wonderful. I think I have subscribe, I am nt sure, but you know I am all for Women empowering women, yeahhhhhhhhhhhhhhhhhhhhhh and couldn´t agree more to let know the world that WE ARE THEIR TARGET not the 15, 20 year old, hahahhahah
    Much love and admiration.
    Backing you all the way

    • 2 March 2017 / 5:57 pm

      You should have received an email asking you to confirm your subscription, Sacramento…? Thank you sweetie, and much love and admiration right back atcha! x

  23. 27 February 2017 / 3:45 pm

    Catherine, this sums it up exactly. Women- grown-up women- supporting each other and being strong, sassy and kicking-ass. Thank you for the unwavering support you show to each and every one of us along with the huge input into the Over40Co website. You're a star!! Love Liz xxx http://www.whatlizzyloves.com xxx

    • 2 March 2017 / 5:02 pm

      Awww Liz don't, you'll get me all teary!! We all have our strengths and I couldn't do any of it without you lot! MUAH xx

    • 2 March 2017 / 4:18 pm

      Oh I'm so very glad I'm not 20, Nancy…!! 😀

  24. 27 February 2017 / 3:18 pm

    It's a wonderful thing how the internet can bring new friends. I think this is fab that you've formed such a great group. Best of luck with it all! X

    • 2 March 2017 / 4:16 pm

      It's so true about "stronger together", Jodie!! x

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