Best places for 30-somethings to shop after aging out of trendy stores

Are you in your 30s and feeling uninspired by your wardrobe?  

It’s a conversation that was much discussed after a viral tweet proclaimed that there was a major gap for 30-something women who want cool, trendy clothes that aren’t too revealing or mature. 

Multiple women flocked to X, previously Twitter, to declare they were tired of crop tops and cargo pants aimed at 20-somethings. 

One commenter wrote: ‘As a 34-year-old I am not ready to dress like my grandma but I also don’t want to be running around in a crop top! Make some fun tops that go past my belly button please.’ 

With this in mind, FEMAIL asked celebrity stylists about their go-to brands for women who wanted to avoid going to the ‘Ann Taylor ranch.’

Nashville, Tennessee-based celebrity stylist Payton Dale, 32, went viral on TikTok after discussing how it has become difficult for millennials to figure out what to wear after the pandemic, as Gen Z style is on the rise and old faithfuls no longer fit quite right, making her the perfect person to weigh in with shopping ideas.

Payton, who styles musicians alongside regular folks, swears by Abercrombie & Fitch, which she said ‘had a huge comeback in the best way possible.’ She dresses her clients in Good American for jeans, and Everlane for basics. 

If you’re looking for ‘going-out tops’ that don’t feel like they’re from Forever 21 15 years ago, Payton recommended Alice + Olivia, which she called her ‘go to,’ alongside vintage pieces. 

Payton also named the Los Angeles-based brand DÔEN, beloved by celebrities like Selena Gomez and Taylor Swift, as well as Rachel Zoe and Extended Shop for plus-size clients. 

However, Payton doesn’t believe in ‘age appropriate’ dressing and instead is all for ‘situationally appropriate.’  

‘My mom is in her late 50s and a singer, so it makes sense for her to wear leather pants to work, but it might not be appropriate if you work in a bank,’ Payton joked. 

Personal stylist Samantha Brown, 37,  located in New York, explained that ‘women in their 30s yield the buying power of disposable income after spending time establishing their careers,’ which leads to extra budget but also having to deal with ‘toeing the line between being overly trendy and dressing like teenagers.’ 

Samantha recommended Los Angeles-based women’s ready-to-wear brand ALC, which ‘consistently puts out pieces that can transition between work and social wardrobes, always offer a variety of neutrals and on-trend pops of color and pattern, and offer subtle details that make their pieces feel special.’ Celebrities like Karlie Kloss, 31, and Whitney Port, 38, are fans of the brand. 

LA-based lifestyle brand Staud is one of her favorites for knitwear, since ‘the pieces are easy and comfortable while still feeling modern’ and Farm Rio out of Rio de Janeiro, Brazil, is a perfect choice for ‘commitment to color,’ especially since the ‘cutouts are always strategic — showing skin in the right places while still allowing for regular undergarments.’ 

New Jersey-based stylist Jazmine Motley-Maddox, 37, said, ‘Dressing in your 30s should be fun,’ but not boring because ‘you’re more aware of your body, what you like and what you don’t.’

Jazmine dresses her clients in ensembles from Nigerian fashion designer Andrea Iyamah, opting for ‘jumpsuits and sets in bold, colorful prints.’

‘Although you may find some cut-out pieces, there are still enough options to mix and match what works for your body type and shape,’ Jazmine said. 

One of Jazmine’s favorites is Scotch & Soda ‘because it’s versatile and can take you anywhere, including the beach, a night out with the girls, the office and the boardroom.’ 

Another preferred brand is COS, which she described as ‘extremely modern, upscale and rooted in luxury design.’ 

The brand is sustainability-focused and most pieces don’t have to go to the dry cleaners, making it an easy choice for low-maintenance clients who want to look chic in wool coats or cashmere sweaters.

Canadian celebrity stylist and fashion designer Dalia MacPhee believes that ‘women in their 30s represent a significant consumer demographic for the fashion industry,’ and has found ‘they’re in an apparel category that is looking for styles that are on trend and hip, yet more refined than what they donned in their 20s.’

Dalia recommended her own brand and joked she ‘may be a bit biased,’ but she makes sure to offer ‘striking statement prints’ alongside dresses in knee and midi lengths that work for the office and happy hour cocktails. 

‘The line is vegan and involved in several causes including a sustainability project, which in today’s climate makes a difference for the conscious consumer,’ Dalia said. 

Dalia is another proponent of styling chic clients in Alice + Olivia, which she described as having ‘a great mix of high quality separates and dresses that are fun and bold, yet age appropriate,’ as well as Michael Kors, which she called ‘a great, clean luxury brand that has become more affordable over the years and offers several contemporary runway looks.’

New York City-based fashion consultant Chantal Hughes, 41, says she doesn’t think ‘there are many trends that have to remain in a certain age bracket’ as ‘it really depends on styling and personality.’

Chantal frequently puts her clients in Marissa Webb, which uses the tagline for ‘everyday and everywhere’ and is helmed by Banana Republic’s former executive vice president of design and based in New York City. 

‘Initially it looks like it would skew youthful, but it’s quite wearable and I’ve seen numerous women in their 30s and 40s integrating interesting and relevant pieces from this brand into their wardrobe,’ Chantal said, adding, ‘It looks cool, without trying too hard.’ 

Her go-to is the pinstripe shirt jacket, which she dresses up with trousers or down with ripped jeans. 

Rachel Comey, another New York City designer, is a favorite for Chantal since it’s ‘always keeping up with current trends without looking trendy.’ 

‘It’s so unique and the models they photograph their collections on are always the coolest looking people who are not all teens or in their 20s,’ Chantal raved, saying it appeals to 20-year-olds and 50-year-olds simultaneously. 

‘It’s a brand that always presents current and interesting silhouettes, fabrications, and colors.’

Tove Studio is also one of her preferred labels, which she called ‘timeless and perfect for elevating your style in your 30s.’ 

Slovenia-based illustrator Alja Horvat, 26, makes colorful clothing with cheerful prints as part of her sustainable eponymous fashion brand, offering the same patterns in a variety of flattering silhouettes. 

Alja’s brand caters to women between 30 and 50 who have a ‘preference for bold, distinctive looks that set them apart.’ 

To make sure she’s offering flattering, timeless styles, her collection features classic silhouettes with playful prints to ‘prioritize a timeless approach over fleeting trends.’ 

Women in their 30s appreciate the brand’s sustainable and ethical options, as they move away from fast fashion. 

Alja’s designs are made-to-order, which minimizes waste. 

Her other favorite brands for 30-somethings are Rixo and Mara Hoffman, which she praised for their fun prints.