About AGENCY EDITS

I'm Alice, the Founder of Agency Edits, a style platform devoted to the most exciting generation of women in history.

For the last two years I've been on what I can only describe as a brutal funding round for my luxury direct-to-consumer swim and bodysuit brand AGENCY BODY, made for women over 50 who want something with an edge. Round after round of pitching, and round after round of rejection. The reason? I was a woman in my 50s without an audience. I didn't have traction. No one believed that women over 50 would pay for a premium product like this. Apparently she was perfectly happy with her existing options of bulky, unflattering swimsuits with padded bras. I was sitting in rooms full of men who held the keys to venture capital, men who had no understanding of what we go through when we have to get in a bodysuit or swimsuit in our 50s. The trauma! Everything we know about ourselves changes: our bodies, our skin, our moods, our confidence, our sex drive, our weight, our wardrobes, our friendships, our relationships, and yet we come into this unbelievable time of our lives where we have a new lease of life and decades of wisdom.

We are the most powerful consumer in the room, and the most ignored one. We control the majority of household wealth in every major market. We outspend our younger sisters by 250%. We have decades of taste, knowledge and hard-won style, and yet we have been met with an almost total absence of media that speaks to us as the intelligent, discerning, formidably stylish women we actually are.

So I made a decision there and then: I was done waiting for permission from male-dominated venture capital firms to validate what I already knew. I would build that audience myself, raise the capital another way, and prove once and for all that women over 50 are the most exciting demographic in the world today and the greatest consumer blindspot. Women with a love of beautiful things, fierce brand loyalty and the power to choose exactly where to spend it. Don't underestimate us.

So I built Agency Edits. Not the glossy luxury sites that exist for younger women. Not the clinical, heavy-handed sites that treat being over 50 like a medical condition to be managed. I didn't want to bang on about the menopause. I wanted something that felt like the best luxury magazine you've ever read, except every single thing in it is relevant to you. No wading through content aimed at someone else. No accepting the scraps of a feature every now and again. Just brilliant, considered, sometimes funny, always honest editorial, entirely for us.

This is just the beginning, and I'd love for you to come on the journey with me. I will monetise it through affiliate programmes and eventually advertising, so if you love a product I’ve featured and click through to buy it I will earn a percentage. This doesn’t change how I feature products, but just so you know this is how the site has a chance to make some much needed money.

Agency Edits covers style, fashion, beauty, wellness, culture and everything in between, with the intelligence, rigour and point of view that you deserve. And I want to always inject some humour and twinkle along the way. This is an exciting journey and we need to be able to laugh at the tough times, not just survive them. I want to look at my failure in not raising the funding as a positive to being forced to pivot and create something even greater.

And yes I will cover as many swimsuits as I can, even though they're technically my competition. I believe there is room for all of us, and when I eventually launch AGENCY BODY, you'll understand exactly why I can celebrate other products with open arms. But mostly, I just want to help. It's horrible feeling miserable about your own body when everything seems to be heading south. I get it. Believe me, I get it.

A BIT ABOUT ME

I'm a fashion editor and creative director with over two decades of experience across the industry's most prestigious titles and brands, and I am a long-time devotee of the glossy magazine. Hopefully Agency Edits is the beginning of something much larger, and a long-term commitment to creating the products, the content and the community that women over 50 have always deserved and never quite had.

The site is a work in progress and I'm building it as I go. Bear with me. As it grows, so will the writers, better pictures, and the luxury magazine feel I know this reader deserves and that my background tells me we can achieve. I believe the most interesting woman in the room is almost always over 50. It's time the room caught up.

WORK WITH US

We are always looking for great fashion, beauty, tech, wellness and travel products, or people to feature or cover relevant to our readers, as well as writers, photographers and editors, and would love to hear from you.

GENERAL ENQUIRIES enquire@agencyedits.com

PRESS press@agencyedits.com

Agency Edits, Cabana Seven Ltd, 120-150 Thames Side Studios, London E2 7QS

Company Number 12255759 VAT 446597450