Called Girls of a Certain Age, it's for women in their thirties and forties. She explains the concept: “I’m 48, but I’m an immature 48. There are people in this city who work in creative businesses whose interests are still very youth-ish. They like rock music, looking cool, but they are not kids anymore. They don’t, you know, respond to crotch high skirts on a style blog, no matter how cute they look.”