SCROLLING through the #ootd (outfit of the day) tag on Instagram, it might seem that all the most famous fashion influencers are baby-faced teenagers and 20-somethings.
But did you know there's a huge community of fashion lovers on social media sharing shopping tips for over-40s?
We met five big names from the #40plusstyle movement, during a trip to Mykonos with JD Williams to showcase the brand's summer collection.
These women, based all over the UK, have amassed between 10,000 and 45,000 followers each by sharing their style advice and daily outfit pics.
"Does it work on a 'mum tum'? Can I wear a bra with it? How should I style it up for everyday, not just a pretty dress that can only work for an evening do?"
Helen Brookes says these are the kind of questions she hopes to answer with the outfit posts on her Instagram page, which is called 40Plusnotgivingupyet.
Nikki Nicola @40notfrumpy
Instagrammer Nikki (45) says she's all about "banishing over-40 dressing rules".
"I will actually shop anywhere, but one of my fave shops is Zara, because they are edgy and cater for all ages, including us over-40s. Design wise specifically for over 40s, I'd say JD Williams, M&S and Baukjen."
What are her favourite high-street brands?
"I have a weakness for Topshop shoes. I also love jeans in Zara, but then I love most things in Zara. M&S for underwear!"
Sallyanne @Rutlandgirlfashionstyle
Mum-of-two Sallyanne has gained more than 10,000 followers on Instagram in just 18 months.
How did she become a fashion influencer?
"I've been posting my daily outfits after a friend suggested I give it a go. The account was originally going to be lifestyle and home, but people preferred seeing my outfits."
Are there any fashion 'rules' she follows?
"I'd probably say love what you wear and don't save it for best. If you feel good it shows. Nothing looks better than walking out with a smile on your face."
Which brands cater best to 40-plus women?
"M&S always gets it right for 40-plus fashion in my opinion. It's a great place to find all the classics, alongside seasonal trends to instantly update your outfit."
:: Next Lilac Wrap Maxi Dress, £55
Joanna @Lovestyle40
Joanna McNeish (43) lives in the countryside with her husband, two kids and two dogs.
"I started my blog and Instagram when I turned 40. I realised very quickly that there were a lot of women out there who needed help putting outfits together, and giving women the confidence to wear things they wouldn't normally have looked at just from seeing it on the hanger in a shop."
Are 'rules' to follow?
"Yes, always wear good-fitting underwear. It makes a huge difference to your clothes. Always dress for your shape. Because I have a 34DD chest size, I stay clear of wrap tops and dresses – they just don't work."
Favourite high-street brands?
"Definitely M&S because they have a wide range of sizes and lengths available and that's really important."
Natalia @ShedreamsofGucci
Natalia is also 43 and lives in Surrey. A big fan of Gucci, she says her Instagram name is "not supposed to take itself too seriously, although I do have a fascination with the amazing creations and flamboyance of the brand".
"Dress for your shape. Legs or boobs, never both, and never too much of either," is her big tip. "Buy less, buy better. A good pair of shoes will always elevate an outfit."
Helen @40plusnotgivingupyet
Helen Brookes (44) specialises in clothing 'try on' sessions on Instagram. She says: "I'm not afraid to show if something isn't any good, but I also show the gems."
She says: "If something doesn't work for you, then move on. I have a 'mum tum' and I'm a size 12/14 and jumpsuits look horrendous on me – dress for you and if it makes you feel fabulous. If it doesn't then don't buy it!
"My mantra that I repeat again and again is: 'It's not you, it's the dress'."
