We're in Our 40s, and These Are the 10 Places We Always Shop


(Image credit: @thetennillelife_)

There's no doubt that our style evolves as we get older. By the time you're in your 40s, you have the wisdom to know what pieces work for your lifestyle, career, body, and personal taste. There's a confidence that lies in an over-40 woman's wardrobe—you don't force yourself to wear trends that don't work for you, and by now, you've built a reliable capsule wardrobe that consists of timeless staples along with powerful statement pieces. Eager to find out where stylish women in their 40s shop to create said reliable wardrobe, I tapped five fashion-forward women over 40 who I love to follow on Instagram for their chic style. Below, they're sharing the retailers, stores, and boutiques they love to shop for classic and trending pieces alike as well as some of their current must-haves from each store. Read on to get inspired by their picks.


Renata Jazdzyk, Fashion Creative
(Image credit: @venswifestyle)


"I've been a fan of Zara for a very long time now. It's my go-to place for good-quality basics such as T-shirts and tops. I also often look for denim at Zara. I love the fact that they are super quick at catching up on the latest trends, and you can easily find fun and unique pieces."



"Net-a-Porter is the perfect place to shop for designer items that are currently trending. They also have an amazing range of contemporary and new up-and-coming designers. I love the fact that Net-a-Porter created a Net Sustain category, where you can find sustainable pieces easily. I tend to shop at Net-a-Porter when looking for my forever pieces such as blazers, trench coats, and trousers along with unique accessories."



Kim Mitchell, Art Director
(Image credit: @kimair)


"McMullen is one of my favorite boutiques. Owner Sherri McMullen has such an amazing eye, and her shop is filled with a mix of new brands like Christopher John Rogers and longtime loves of mine like Tibi and Proenza Schouler. The accessories and home items are not to be missed."


Modern Citizen

"Modern Citizen was started by an old co-worker at Gap, and I love their mission of serving the modern woman who is a citizen of the world. Everything is classic but current, most pieces are under $150, and they are also thoughtful about sustainability and giving back."



Marlien Rentmeester, Fashion Writer
(Image credit: @marlienrentmeester)


"Zara's more sophisticated, upscale sister brand just recently started shipping to the U.S., and I am hooked! The offerings are runway-driven but polished and designed to be worn for more than one season."


The Label Edition

"This Barcelona-based brand is an up-and-coming hit, with European chicsters like Blanca Miro among its biggest fans. I love its feminine, statement-y vibe and that it's also everyday wearable."



Tennille Murphy, Lifestyle Influencer
(Image credit: @thetenillelife_)

Trois the Label

"Trois the Label is a small brand that creates understated, sophisticated clothes that are beautifully made. I would happily buy every piece they make. I can't help myself—I'm obsessed! I love that they create thoughtful silhouettes that are a pleasure to style while making me feel confident and sexy."



"Posse is a slow-fashion Australian brand that makes timeless clothing to celebrate the modern-day woman who wants to feel beautiful, enjoys vintage style, and will continue to wear their well-made garments year after year. As a person who embraces a less-is-more approach to style, I love that Posse makes clothes that fit my body, are effortless to style, and make me feel beautiful!"



Erica Davies, Fashion Writer
(Image credit: @erica_davies)


"Arket is part of the H&M family, and it's my go-to for chic, minimal pieces. I am not generally a minimal dresser but love their simple throw-on cotton dresses; crisp, feminine blouses; and leather sandals. They shout 'quality' and always fit well. Plus, they are great at producing dresses with flattering, floaty sleeves."


Pink City Prints

"My style is colorful, and I love anything embroidered, so Pink City Prints—founded by British art graduate Molly Russell—is right up my street. It's a small brand working alongside artisans in Jaipur, India, which means you won't find the pieces produced in huge numbers. I love Molly's designs and always feel special wearing them."


Up next, Five Jeans-and-T-Shirt Outfit Formulas Women Over 40 Swear By

Judith Jones
Senior Fashion Market Editor

Judith Jones is the senior fashion market editor at Who What Wear who specializes in shopping content and trend stories with high-affiliate impact. She shares the coolest, most desirable fashion market finds and brands for every budget. Previous to working in fashion, Judith worked as a TV host on the PBS travel show Globe Trekker (airing on Netflix and Amazon Prime) sharing her passion for travel and culture.