Who What Wear

Who What Wear is a Los Angeles, California-based fashion brand that produces trend reports, celebrity style guides, wardrobe how-tos, and fashion news. The company also sells a line of fashion apparel and accessories in cooperation with Target Corporation, along with the Versed line of skincare products, and publishes fashion books under the Who What Wear brand.[1] Founded in 2006, the company is owned by Los Angeles fashion company Clique Brands.

Who What Wear
TypePrivate
IndustryFashion and lifestyle ecommerce and social media
Founded2012 (2012)
FoundersKatherine Power, Hillary Kerr
Headquarters
Los Angeles, California
,
U.S.
Key people
Katherine Power (CEO)
Hillary Kerr, Chief Ideation Officer
ProductsClothing, books, fashion events, Versed brand skincare products
ParentClique Brands
Websitewhowhatwear.com

History

Who What Wear was launched in 2006 by former Elle Magazine West Coast editor Katherine Power and Elle contributor Hillary Kerr.[2] The business began as a simple daily fashion eNewsletter and blog, with posts about the latest fashion news.[3]

In August 2009, the company published its first fashion book, Who What Wear: Celebrity and Runway Style For Real Life.[4]

In March 2011, they published their second book, What to Wear, Where.[5]

In 2012, the two founders launched Clique Media Group (now Clique Brands), a media and marketing company, and Who What Wear became the group's first media brand.[2]

In February 2016, Who What Wear partnered with department store retailer Target Corporation to launch a clothing and accessory line.[1]

In 2017, the company held its first live fashion show, as part of New York Fashion Week, and streamed the event on YouTube Live.[6]

In May 2019, as its first spinoff, the company launched Versed, a 19 piece skincare line sold at Target. The products were designed to be free of toxins and with minimalist packaging, and are also available online on the company's own website.[7]

References
  1. "Target Teams with 'Who What Wear' on Full-Fledged Fashion Line". The Business of Fashion. 2015-10-13. Retrieved 2018-06-11.
  2. "Most Innovative Companies: Clique Media Group". fastcompany.com. Retrieved 2018-06-28.
  3. "How 'Who What Wear' Evolved From a Fashion Newsletter Into a Clothing Brand". Fashionista. 2016-01-29. Retrieved 2018-06-11.
  4. "Book To Buy: Who What Wear: Celebrity and Runway Style For Real Life". Instyle. 2009-08-26. Retrieved 2018-06-11.
  5. "How Hillary Kerr and Katherine Power, Founders of Who What Wear/Clique Media, Built a Media Empire". Forbes. 2014-11-12. Retrieved 2018-06-11.
  6. "Digital, Runway to Collide With Who What Wear's First Fashion Show". Women's Wear Daily. 2017-01-26. Retrieved 2018-06-11.
  7. "This is how Who What Wear's Katherine Power creates Target brands customers love". Fast Company. 2019-08-29. Retrieved 2020-01-11.
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