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
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.
Who What Wear is a member of the IPSO (Independent Press Standards Organisation) which regulates the UK print and digital news industry. We abide by the Editors’ Code of Practice and are committed to upholding the highest standards of journalism. If you think that we have not met those standards and want to make a complaint, please contact legal@futurenet.com. If we are unable to resolve your complaint, or if you would like more information about IPSO or the Editors’ Code, contact IPSO on 0300 123 2220 or visit www.ipso.co.uk
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 judgement 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 labelled 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.
For any commercial enquiries, please email uk-advertising@whowhatwear.com.
