Thatsnotmyage

About Thatsnotmyage

Alyson Walsh is a UK-based freelance journalist and author who founded That's Not My Age as one of the earlier digital platforms dedicated to fashion and lifestyle for women navigating midlife and beyond. A self-described northerner, Walsh built the brand around a clear editorial conviction: that style carries no expiration date. The channel name cheekily inverts the cultural assumption that certain trends or aesthetics simply are not for older women. Her journalism background lends the platform a measured, editorial register that sets it apart from the more aspirational or trend-chasing tone common in mainstream fashion content.

Her output spans outfit inspiration, book recommendations — reflected in a consistent use of book-related hashtags — small business advocacy, and press-gift reviews, a mix that signals an engaged, values-conscious readership rather than a passive scroll audience. References to Frida Kahlo-adjacent aesthetics point toward bold, artistic dressing rather than the muted palette often prescribed to older women. Commercially, she sits in the micro-influencer tier, but her audience specificity — midlife women with established purchasing power — makes her a credible fit for lifestyle, fashion, and publishing brands targeting a demographic that the wider creator economy has historically underserved. As advertiser interest in the forty-plus consumer continues to mature, That's Not My Age holds a well-defined and editorially grounded position in that growing space.

Why brands partner

Thatsnotmyage reaches its audience primarily through YouTube, and is best activated via Instagram Reels and Stories. As a fashion creator they map naturally to brands targeting that space. With no brand deals logged yet, they read as an available, category-aligned partner for advertisers building early presence in the space. Engagement on YouTube runs around —, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. Their YouTube-first format lends itself to integrations that sit inside the creator's usual content rather than running as standalone ads. Because the audience follows fashion content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For brands in fashion and related categories, Thatsnotmyage offers a defined, creative-fit audience rather than broad, low-intent impressions.