Visible World

About Visible World

Girls of a Certain Age is the digital media venture of veteran magazine editor Kim France, launched following her notable career in print journalism. After friends encouraged her to create a new venue for her writing, France started the blog in the winter of 2012, initially as a private project for a small circle before making it public. France's professional journey includes work at publications like Sassy, Elle, and Spin, but she is most recognized as the founding editor-in-chief of Lucky magazine, which she helmed from its inception in 2000 until 2010. This experience in creating a magazine focused on the "magalog" concept—a hybrid of a magazine and a catalog—directly informs the content strategy of her current platform.

The business operates as a content platform, specifically a blog and newsletter, targeting women over 40. It provides a curated mix of style advice, shopping recommendations, pop culture commentary, and personal opinion pieces. The content is a spiritual successor to the original ethos of Lucky magazine, focusing on accessible style and shopping without pretense. The platform is built on Substack, which facilitates a subscription-based model, allowing for both free and paid content tiers. This structure generates revenue through reader subscriptions, granting paying members full access to the newsletter and archives, thereby creating a direct financial relationship with its audience. The brand also engages its community through Q&A sessions and has expanded into other media, such as the "Everything is Fine" podcast, which France co-hosts.

Girls of a Certain Age serves a specific demographic that France identified as underserved by the mainstream fashion blogosphere, which often caters to a younger audience. The publication's central offering is its distinct voice and perspective, shaped by France's extensive editorial background. It provides daily posts that cover a range of topics from fashion and beauty to home design. Unlike many fashion blogs, it avoids what France describes as constant "snark," aiming for a more constructive and relatable tone for its readership. The name itself reflects the initial feeling France had in her 40s of being caught between feeling like a grown-up and still identifying as a "girl," a sentiment she felt would resonate with her target audience.