Who What Wear was founded as a blog in 2006 by Katherine Power and Hillary Kerr.
It’s now a full-fledged media website that receives millions of visits per month and has been featured by Inc., AdWeek, The Fast Company and Digiday.
It’s owned by Future, a publishing company that also owns Tom’s Guide, Marie Claire, TechRadar, CinemaBlend, PC Gamer, Homes & Gardens, Guitar World, and many more big names in publishing.
The site covers everything from the latest news and fashion advice to opinion pieces and trend predictions.
Its aim is to “change the way women feel about fashion and beauty by continuing to champion the idea that style is inclusive and attainable by all.”
Katherine is still CEO to this day while Hillary manages the site’s content as Chief Content Officer.
Content
As one of the most-visited fashion websites on the web, Who What Wear publishes content to a long list of categories.
However, its menu only has a few: Trends, Outfits, Shopping Guides and Beauty.
These parent categories sum up the site’s primary focus when it comes to content perfectly.
Under Trends, you’ll find posts related to the latest fashion trends and news, remote work, upcoming seasons, and specific articles of clothing, such as handbags and denim.
The Outfits parent category covers topics related to specific styles, such as streetwear, styles from fashion shows, outfits worn by celebrities and more.
The site also publishes shopping guides for Amazon, Nordstrom, Net-A-Porter and more.
Who What Wear publishes new content to the site several times a week, sometimes multiple times a day.
Posts themselves have a healthy mixture of text and images, all of which are tastefully shot and some of which are shot as professional photoshoots.