brand
Who What Wear
Who What Wear is a contemporary fashion brand that produces accessible, trend-forward apparel and accessories. Its aesthetic draws from global street style and high-fashion editorial influences. The brand represents a digital-first subculture that utilizes wearable, versatile pieces designed for a modern, fashion-conscious audience.
History
Founded in 2006 by Hillary Kerr and Katherine Power, Who What Wear began as a digital newsletter providing fashion advice and celebrity style analysis. It transitioned from a media platform into a consumer brand, launching a permanent collection with Target in 2016. The brand is significant for pioneering the integration of editorial content with retail. It played a central role in the shift toward data-driven fashion design and the rise of shoppable media.
