FOR THE GIRLS: Kim France is back to editing, but this time it’s not at a magazine. Today, she launches a blog, Girls of a Certain Age, that is sort of an extension of what she was doing at Lucky, albeit much more personal. It’s also aimed at a more specific set of women who are in their late 30s and 40s. “I’m 48, but I’m an immature 48,” said France. “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.”

The blog, with the Web address of (no “s”), leads with a Q&A with former Sassy editor Christina Kelly. Another post offers a “Dating-in-your-40s uniform,” that includes a Grecian-style Helmut Lang top, AG Jeans and a shrunken blazer. The style suggestions are all her own, which is a welcome shift, she said, from formerly having to measure her words because they were part of a magazine brand. “I’m not out to scorch the earth with my opinions, but I do want to think critically about the fashion world,” France said.

This story first appeared in the April 3, 2012 issue of WWD. Subscribe Today.

She plans to partner with affiliate programs such as Shopzilla and later on, she’ll accept advertising. She also will open the blog up to contributors. But that’s a few months down the road. At this point, she’s focused on finding an audience. “This will have a similar spirit to what I was doing before,” she said. “But more distinct.”

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