Who We Are
Who What Wear is the leading digital destination for fashion and beauty, built on a long-standing mission to make personal style accessible. For two decades, its global teams in Los Angeles, New York, and London have delivered premium trend reporting, shoppable guides, celebrity style coverage, and editor-vetted recommendations that resonate with a highly engaged audience. With a seamless blend of inspiration, shopping, and expert advice—and the trust of 24M+ monthly readers—Who What Wear creates influential content that powers the shopping decisions of fashion and beauty enthusiasts around the world.
About Future
Future is a global platform for specialist media with scalable, diversified brands. We connect people to their passions through the high-quality content we create, the innovative technology we pioneer, and the engaging experiences we deliver. We’re the name behind more than 220 market-leading brands that span categories including fashion, beauty, technology, games, TV and entertainment, women’s lifestyle, music, creative and photography, sports, home interest, and B2B. Visit Future’s press room.
Awards
2025
- Winner of Glossy Fashion
Luxury Awards: Best Use of AI
- Digiday Finalist: Most Innovative Use of AI by Publisher
2024
- Honoree of 29th Annual Webby Awards: Websites and Mobile Sites - Best Use of AI
2023
- Finalist of Glossy Beauty Awards: Best Multi-Platform Campaign and Best Use of Instagram
Our Team
Kat Collings has over 15 years of experience in the editorial fashion space, largely in digital publishing. She currently leads the vision for editorial content at WhoWhatWear.com as the site's editor in chief, having risen through the editorial ranks after joining the company in 2012. In her role, she primarily works on leading content strategy and also contributes trend direction for Who What Wear's design collaborations. Collings is a Digiday Future Leader Awards nominee, was named BuzzFeed's best fashion Instagram accounts of the year, and is a member of the CFDA Fashion Guild. She has worked with luxury brands such as Moda Operandi, Cartier, and Net-a-Porter, and her personal style has been featured in many publications including The New York Times Fashion Style, Vogue.com, and InStyle. Prior to Who What Wear, Collings did styling projects for brands such as Vogue, Teen Vogue, Lucky, and Oliver Peoples, as well as freelance fashion writing. She graduated from UCLA with a BA in communications and calls Los Angeles home.
Erin has been writing a mix of beauty and wellness content for Who What Wear for over five years. Prior to that, she spent two and half years writing for Byrdie. She now calls Santa Monica home but grew up in Minnetonka, Minnesota, and studied writing, rhetoric, and communication at University of Wisconsin, La Crosse. She studied abroad in Galway, Ireland, and spent a summer in L.A. interning with the Byrdie and Who What Wear family. After graduating from UW, she spent one year in San Francisco, where she worked as a writer for Pottery Barn Kids and PBteen before moving down to L.A. to begin her career as a beauty editor.
Erin Fitzpatrick got her start as a Who What Wear intern in 2011—back when the site only published a single story per day. (We have since increased that number twentyfold.) She graduated magna cum laude from USC and lives in Los Angeles. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2015, where she is now the Associate Director of Fashion News. From the Oscars to the Met Gala, she leads the site's entire red carpet coverage strategy. She specializes in celebrity and fashion news but also enjoys writing travel features and runway reports. She frequently contributes to WWW's social accounts and has a sizable following on her personal TikTok.
Judith Jones is the associate shopping director at Who What Wear who specializes in shopping content and trend stories with high-affiliate impact. She shares the coolest, most desirable fashion market finds and brands for every budget. Prior to working in fashion, Jones worked as a TV host on the PBS travel show Globe Trekker (airing on Netflix and Amazon Prime) sharing her passion for travel and culture.
Kristen Nichols is the Associate Director, Special Projects at Who What Wear where she oversees luxury, runway content, and wedding features, and covers fashion within the luxury market, runway reporting, shopping features, trends, and interviews with leading industry experts. Kristen has worked with brands including Prada, Chanel, and Tiffany Co., and her style has been featured in publications including The New York Times, Vogue.com, Vogue France, WWD, and the CFDA. Kristen began her career at Rodarte, where she worked on styling, photo shoots, and runway shows, and at Allure, where she moved into print and digital editorial. She graduated from the University of Southern California, where she studied art history and business, and currently lives in New York.
Since starting as a fashion intern in 2013, Nicole Akhtarzad Eshaghpour has held several roles at Who What Wear. She is currently editor at large, and in her present work for the site, she focuses on a mélange of shopping content, including her new-arrivals and Trust Me—Buy This columns as well as her weekly Trust Me—Buy This newsletter. Her interest in shopping spans everything from decoding the best luxury investments to discovering on-the-rise brands to trend forecasting, affordable fashion, and more. She holds a business administration degree from USC's Marshall School of Business and has been based in New York since 2017, when she moved from her hometown of Beverly Hills.
Anna is an NYC-based senior fashion editor who has been a member of the Who What Wear team for over eight years, having begun her career in L.A. at brands like Michael Kors and A.L.C. As an editor, she has earned a reputation for her coverage of breaking trends, emerging brands, luxury shopping curations, fashion features, and more. Anna has penned a number Who What Wear cover interviews, including Megan Fox, Julia Garner, and Lilly Collins. She also leads the site’s emerging travel vertical that highlights all things travel and lifestyle through a fashion-person lens.
Eliza Huber is an NYC-based senior fashion editor who specializes in trend reporting, brand discovery, and the intersection of sports and fashion. She joined Who What Wear in 2021 from Refinery29, the job she took after graduating with a business degree from the University of Iowa. She's launched two columns, Let's Get a Room and Ways to Wear; profiled Dakota Fanning, Diane Kruger, Katie Holmes, Gracie Abrams, and Sabrina Carpenter; and leads Go Sports, Who What Wear's sports vertical. Eliza lives on the Upper West Side and spends her free time researching F1 fashion imagery for her side Instagram accounts, @thepinnacleoffashion and @f1paddockfits; watching WNBA highlights; and scouring The RealReal for discounted Prada.
Jamie Schneider is Who What Wear’s senior beauty editor based in New York City. With over seven years in the industry, she specializes in trend forecasting, covering everything from innovative fragrance launches to need-to-know makeup tutorials to celebrity profiles. She graduated from the University of Michigan with a BA in organizational studies and English before moving to NYC, and her work has appeared in MindBodyGreen, Coveteur, and more. When she’s not writing or testing the latest beauty finds, she loves scouting antique homewares, and she’s always down for a park picnic in Brooklyn.
Jennifer Camp Forbes is currently a senior shopping editor at Who What Wear, where she has worked in a variety of capacities for over a decade, including creative director and various editor roles. She’s well-known as a shopping expert who’s sought out for advice and insight on the latest trends, outfit ideas, and fashion picks thanks to her thoughtful shopping roundups, digital mood boards, and extensive knowledge of up-and-coming brands, plus the new-arrivals sections of the chicest retailers. Camp Forbes has had a lifelong interest in fashion, which led her to intern at Harper’s Bazaar as an undergraduate. Later, while working toward her master’s degree in psychological counseling at Columbia University, she founded two digital fashion publications: Le Fashion and Olsens Anonymous. The popularity of both sites grew, and after graduation, she decided put her plans to become a therapist aside to pursue a career in fashion. While she has called Los Angeles and New York City home in the past, she currently works remotely from Massachusetts. When she’s not obsessing over and writing about her latest fashion finds, she is delighting in raising two little ones with her high school sweetheart, perusing TikTok religiously, listening to podcasts and audiobooks, creating abstract photographs, and eating the best Mexican food she can get her hands on.
Kaitlyn McLintock is a Beauty Editor at Who What Wear. She has 10 years of experience in the editorial industry, having previously written for other industry-leading publications, like Byrdie, InStyle, Coveteur, The Zoe Report, Bustle, and others. She covers all things beauty and wellness-related, but she has a special passion for creating skincare content (whether that's writing about an innovative in-office treatment, researching the benefits of a certain ingredient, or testing the latest and greatest at-home skin device). Having lived in Los Angeles, California, and Austin, Texas, she has since relocated back to her home state, Michigan. When she's not writing, researching, or testing beauty products, she's working through an ever-growing book collection or swimming in the Great Lakes.
Sierra Mayhew is a fashion editor at Who What Wear, bringing a decade of industry experience to the editorial team. Since joining in 2021, she has made her mark by blending luxury and accessible fashion, decoding runway trends, and curating must-have shopping lists. Before joining Who What Wear, Sierra sharpened her skills at Harper's Bazaar and Elle, with bylines in Bazaar.com and collaborated with iconic brands such as Gucci and Ferragamo. A graduate of the University of Notre Dame, Sierra translates editorial expertise into viral social content, making fashion engaging for a new generation. Her unique perspective is rooted in her love for travel, music, and discovering the hidden gems that make New York City a constant source of inspiration.
Alyssa Brascia is an associate beauty editor at Who What Wear. She is based in New York City and has nearly four years of industry experience, with rivers of content spanning from multigenerational lipstick reviews to celebrity fashion roundups. Brascia graduated with a BS in apparel, merchandising, and design from Iowa State University and went on to serve as a staff shopping writer at People.com for more than 2.5 years. Her earlier work can be found at InStyle, Travel + Leisure, Shape, and more. Brascia has personally tested more than a thousand beauty products, so if she’s not swatching a new eye shadow palette, she’s busy styling a chic outfit for a menial errand (because anywhere can be a runway if you believe hard enough).
Ana Escalante is an award-winning journalist and Gen Z editor whose work ranges from dissecting size inclusivity at fashion week to discussing how American Girl Doll meme accounts are the the answer to society's collective spiral. She's covered it all: Copenhagen Fashion Week, Roe v. Wade frontline protests, and the re-branding of jorts, or, jean shorts for the uninitiated. At Who What Wear, Ana crafts sharp, irreverent features that speak to a digital-first generation, bringing her signature wit and unapologetic tone to long-form fashion and beauty content. If it’s smart, snarky, and a little unexpected, you'll probably find her name on it.
Before joining Who What Wear, Ana was Glamour magazine's editorial assistant, where she focused on daily news and special projects, including leading the brand's 2022 Met Gala social coverage. Stretching back even further, she was the Editor in Chief of Rowdy Magazine, the nation's largest independent student-run fashion and culture magazine, as well as being the investigative reporter for the University of Florida's student-run newspaper, The Alligator. For more than half a decade, she has covered style, beauty, and digital culture for publications such as Paper Magazine, Harper's Bazaar, Vogue Japan, and Allure, among others. Ana has been called a rising star in media by publications such as Nylon and Teen Vogue. (Her mother, meanwhile, calls her "the coolest person" she knows.)
Audry Hiaoui is a writer based in New York. For Who What Wear, she specializes in emerging designers, independent labels, and brand discovery, as well as interviews both on and off camera. Her writing has appeared in AnOther, Wonderland, Office, Interview, Love, and i-D, among others, with multiple cover stories and features in print, and she has worked as an editorial producer for Vogue during fashion months. She holds a master's degree in journalism and documentary filmmaking from City, University of London, and has an extensive background in film, having worked for Sundance Film Festival, SXSW, and Vice UK as well as on various projects including documentaries and music videos and most recently as a writer's assistant on an upcoming HBO/A24 series.
Chinazor "Chichi" Offor is a Georgia-born, Los Angeles based associate editor who relocated from Brooklyn, New York, and joined Who What Wear's West Coast office in 2022. At WWW, she utilizes over 10 years of editorial experience to interview trending talent, explore trends, and curate shopping guides. Chichi previously worked at Refinery29, where she helped revolutionize the brand’s plus-size and inclusive fashion coverage. In her spare time, she’s keeping up with the latest movie releases, enjoying a relaxing day at the spa, or obsessing over her latest ADHD-fueled hyper fixation (e.g., Jesse McCartney's underrated career, the negative effects of bicoastal intellectual elitism, and Gen Z’s loneliness epidemic). You can find her online @thechichio on Instagram TikTok.
Maya Thomas is an associate beauty editor at Who What Wear. Her love for all things beauty, interior design, and fashion stems from a childhood interest in the fine arts. During a gap year spent in Paris studying the history of French fashion, she shifted her focus to English literature and journalism as a student at Loyola Marymount University. After graduating, Thomas began freelancing for Parade as a contributing commerce writer. When she's not writing, Thomas spends her free time rewatching Gossip Girl, perusing art galleries, and enjoying a night out at the ballet every now and then.
Josephine Hadjiloucas is a New York based writer. She first interned at Who What Wear UK in 2024 on the editorial team, where she worked on video production and social media content creation. After graduating from the Fashion Institute of Technology in 2025 with a degree in advertising, marketing, and communications, she accepted her current position as an assistant shopping editor at Who What Wear U.S. In her stories, Hadjiloucas covers everything from the latest fashion trends, outfit inspiration, and standout affordable finds to must-read celebrity interviews with industry icons like Paris Hilton and Carolina Herrera. Her thoughtful approach to affordable style stems from her belief that fashion should be accessible to all. When she isn’t writing about the latest Gen Z trends or updating her under-$100 Nordstrom wish list, you can find her browsing the racks of NYC’s best vintage stores or rewatching Moonstruck for the 50th time. “Snap out of it!”
Sabrina Talbert is a New York-based journalist with six years of experience covering lifestyle and wellness for print and digital publications. She is currently the Assistant Beauty Editor at Who What Wear and has bylines in Women’s Health, Byrdie, NYLON, The Daily Front Row, and more. She’s passionate about covering topics related to haircare, skincare, and the latest happenings at the intersection of beauty and sports. When she’s not writing or testing products, you can catch her running and binge-watching F1 or boxing.
History
Who What Wear was founded in 2006 by Hillary Kerr and Katherine Power as a daily fashion newsletter and website that was one of the first to bring a shopping-focused, editorial approach to the digital space. In 2015, the brand expanded and launched Who What Wear UK to create content specifically catered to our UK-based audience. In addition to the digital property, Who What Wear has launched two books, a podcast, and a clothing line in collaboration with Target. In 2022, Future PLC acquired Who What Wear, strengthening Future’s portfolio in the fashion-and-beauty space in the U.S. market.
Editorial Standards
Who What Wear is an independent journalistic outlet committed to the first amendment right of a free press. We follow the guidelines for ethical integrity and transparency set forth by the American Society of Magazine Editors. Who What Wear advocates using an abundance of caution to promote a safe, equality-based resource for our readers. Errors or mistakes are corrected.
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Affiliate Advertising Disclosure
We are committed to helping you find the best products and services for your needs and connecting you with trustworthy retailers where you can purchase them at competitive prices. Within our editorial content, we often provide links to products and services on retailer sites for which we can receive compensation—called an affiliate fee—if you click on those links or make purchases through them. That affiliate fee is paid to us by the retailer and does not directly affect the price you pay for the product or service.
Our expert editorial teams are independent. This means the products and services they select to appear in our articles are chosen based on their unbiased, expert judgment and relevance to the readers' needs and article content. While our editors may be informed by commercial insights to understand the market, our goal is always to provide independent, objective, valuable, and useful advice to our readers.
We will always do our best to ensure that we display the most up-to-date information possible. On occasion, a retailer may have updated their prices, up or down, before we are able to update a story. Retailers may also add delivery or other costs to the purchase—please see the retailer's site for more information. The affiliate fees we receive help us to continue developing our affiliate platform, Hawk, as well as helping to pay our teams and other website costs.
We also run advertising in various forms. Ads on our websites are designed in a way that makes them clearly identifiable as ads and distinguishable from our editorial articles.
From time to time, we also publish paid-for editorial content on the site. This content is labeled so you can see who has funded it and how it was created. We have a full guide to content funding on Who What Wear here. You can also see the full terms and conditions that apply to your use of our sites right here.
For information on how we work with advertisers to keep bringing you the content you love to read, check out how we fund the content you read on Who What Wear.
Privacy Policy
Who What Wear is part of Future PLC. We are both fiercely committed to protecting your privacy. Read Future PLC's privacy policy.