Fashion has always been obsessed with youth. Just like florals for Spring, it's not a groundbreaking statement.

What is, is how the industry continues to overlook the very woman who has the confidence, clarity and financial capacity to invest in her wardrobe rather than just a fleeting trend.

With age comes an appreciation for things that serve a purpose, and fashion is no different.

Women over 50 know their bodies, their lifestyles and their priorities better than ever. Yet the industry in general still designs as if style has an expiry date, and we are not an appealing profile. Midlife women are not invisible, but they are, very often, ignored.

After 30 years as a womenswear designer, and now aged into the demographic I created for, I can say this with certainty: she's the most discerning customer of all, but once on board with your brand, the most loyal of cheerleaders too.

Watch: Ex-Vogue editor Grace Lam wants you to shop apologising for your bold choices. Post continues below.

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Don't Apologise for Your Bold Choices | Nothing To Wear

Brands don't like saying their customer demographic is any older than 40 though, as they don't want a misconception of sounding "old", "nanna" or "dated". However, designing items that appeal to a woman in her early 40s whilst still feeling relevant for her Mum too, that's a skill.

They will always style and wear it differently, but a great piece should work for them both.

You can style yourself maturely or young, and that has nothing to do with age, and everything to do with mentality. We are all different, and that's the beauty.

My take is that women in their unleashed era are not hard to impress, if you listen. They just know when something isn't good enough and won't tolerate anything less.

Touch, fit and quality are key. What she's looking for now isn't more choice, more trends, (she did it the first time around) or more noise. It's recognition.

She wants to feel represented in her lifestyle, her body, her priorities, and yes, her desire to still feel pulled together, elevated, and quietly confident in what she wears every day. There's an emotional layer to this that often gets missed.

For many women, particularly during peri and menopause, there's a moment where things feel slightly off. The clothes that once worked don't quite work the same way. The confidence dips. There's a sense of disconnection, from your body, your wardrobe, your style identity and the brands that were your go-to.

And what she's looking for, whether she articulates it or not, is re-connection and recognition as she isn't feeling represented. Her bar is higher. Her tolerance and patience are thin. And the expectation now is that her wardrobe needs to support her across her actual life. Not a staged or fantasy, version of it.

She's not interested in changing outfits three times a day. (She's got enough laundry to do.) She wants pieces that can take her from desk to dinner, from weekday to weekend. The idea of the "perfect outfit" becomes far less important than the idea of a wardrobe that consistently delivers, with ease and stylish confidence.

This is where the concept of wardrobe warriors really comes into play. The pieces you don't have to think about. The ones that always hold their own. The trusted pieces that make getting dressed feel easy, instead of exhausting.

And once she finds them, she leans in and wants more of that "mmm" head nodding feeling of looking good in the mirror.  Does it come in another colour? Excellent. She'll take both.

Midlife women might be slower to adapt to something new, as they want confidence in a look or silhouette first, but once they back it, it's theirs. Completely. We don't care if crossbody bags are technically "out". If they work for our lives, we'll wear them. We are not dressing for approval anymore, just ourselves.

Labels tend to be constantly chasing "new", "now" and "next", when they should focus on finesse rather than reinvention. Updated and refined best sellers. She wants to be shown fresher ways to wear and offered new alternatives with the charm and fit of her favourites.

Best mid-life fashion creators to follow.

Inspo via @suzie.richetti, @fashionista_in_suburbia and @stylingyou.

Social media have become such a powerful tool in this space. Seeing pieces on women who look like you, live like you, and are styling things in a way that feels achievable but inspirational.

We are the Pinterest generation and love a good #pinspired look. My favourite influencers (and friends!) include Nikki from @stylingyou, Bev from @theirismaystyle, Karen from @karen_suzanne, Barbe from @fashionista_in_suburbia and Suzie from @suzie.richetti.

Inspo via @theirismaystyle and @karen_suzanne.

50+ women want a condescension-free, enjoyable in-store experience and no buyer remorse. We want to walk into a boutique where someone wants to help you, style you and understand you. That experience matters and is why independent boutiques are great.

We don't want a wardrobe full of "almost right" or "it'll do". We want to feel confident in what we've chosen. We may find a brand in store, but once we trust them and lean in, online browsing and shopping becomes our happy space.

And yes, you can find pieces in larger retail environments that work. But rarely head-to-toe, and rarely without effort. The curation, the guidance and the representation are missing. If you don't see yourself in the brand, or hear yourself in their messaging, it's harder to believe it's for you.

Best brands for mid-life women.

But there are brands getting this right and many of them are the longest standing. The ones who have always been customer-centric ones with a heritage that brings trust. Globally, I look to Marks & Spencer, John Lewis, J Crew and Uniqlo for the wardrobe warriors.

Locally, Sportscraft and Trenery have some great options. Look at the many labels stocked in independent boutiques alongside my own, such as Mela Purdie, Zoe Kratzmann, Maye and IDA+S. For the showstoppers, I'm more eclectic and favour brands likes Anthropolgie and Whistles.

There is no age limit on having great style. Because midlife women are not asking for more. We are asking for better. For thought. For consideration.

And please, no cutouts!

Ali Lennard is the designer and owner of Philosophy Australia , a Sydney-based womenswear label. You can follow her on Instagram at @ali_lennard.

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Feature Image: Instagram @gracelamstyle, @stylingyou, @ali_lennard and @theirismaystyle.