F Club launches to explore life and fashion for women in 40s and 50s

A London-based journalist and fashion PR have joined forces to launch a new portal, The F Club, to explore what life (and fashion) is like for women in their 40s and 50s, and claim it is "time to rebrand middle-age".

The site, which went live today, is the brainchild of journalist Jane Druker, currently editor of Vitality Magazine, and fashion PR Marie Louise Pumfrey, founder of MLPR.

Pumfrey said the pair wanted to "celebrate being at this stage of our lives, so we called it the F Club because everything fabulous starts with an F ... from Fitness, Fashion, Fun to turning Fifty."

The site is divided into four sections Fashion, Fitness, Fun and The Feed. Central to the fashion content is the "Long and Short of It", where Druker (who is 5ft 2in) and Pumfrey (who is 5ft 11in) try out trends that will work for their very different body shapes. In Fitness they will be interviewing celebrities and modern women to reveal targeted health tips and there will also be an "Empowering Beauty" series of how-to’s plus healthy recipes devised by Chef Fabian.

The F Club: launched today

"We feel under-represented in the media and wanted to talk frankly about everything that affects us right now - from managing a life that may not look like you expected, with or without kids, a busy working week, maintaining a happy marriage or dealing with divorce, but enjoying the big birthdays and looking and feeling fabulous into the bargain," explained Druker.

Earlier this year journalists Annabel Rivkin and Emilie McMeekan launched The Midult, an irreverent news and lifestyle portal which targets 35-plus women. The pair claimed The Midults are "the forgotten tribe".