From the Founders: Welcome to Who What Wear UK
Today, more than nine years after the launch of our first website, we are totally and utterly thrilled to debut WhoWhatWear.co.uk. We’ve always adored British talent and tastemakers, and have covered both extensively since Who What Wear’s debut in 2006, because we truly respect your intelligent, individualistic, intuitive approach to fashion. After all, where would the style world be without trendsetters like Kate Moss, Cara Delevingne, Naomi Campbell, Alexa Chung, Rosie Huntington-Whiteley, Sienna Miller, Jourdan Dunn, Florence Welch, Keira Knightley, Emma Watson and FKA Twigs, to name just a few? And what would the world’s closets look like without the genius work of designers like Christopher Bailey, Phoebe Philo, Stella McCartney, Clare Waight Keller, Vivienne Westwood, Sarah Burton and Victoria Beckham? We can’t even imagine it!
As devoted Anglophiles, we’ve always felt a certain kindred spirit with all things British, and that love has only grown over the years thanks to UK-based companies we patronize on a near-daily basis (Net-a-Porter and ASOS, we’re talking to you!). We’re also perhaps the world’s biggest fans of London Fashion Week, which is truly our favorite because of the incredible number of noteworthy designers who show each season. From Burberry to Erdem, Christopher Kane to J. W.Anderson, Roksanda to Emilia Wickstead, Mary Katrantzou to Simone Rocha, Peter Pilotto to Preen by Thornton Bregazzi, Jonathan Saunders to Henry Holland, not to mention Anya Hindmarch, Nicholas Kirkwood, Charlotte Olympia, Sophia Webster, Shrimps and more, it’s simply overwhelming to think about how much exciting, incredible, world-changing talent is coming out of the London design world right now.
Fortunately, it seems our adoration for the UK might be somewhat mutual. In fact, we’re pleased by the fact that our British audience is always growing steadily, to the point that the UK is now home to our largest readership outside of America. It seems you understand us, and what we’re trying to do, and you have from the beginning.
And—as two former print editors who left the traditional fashion magazine world to create our own, new digital publication, featuring a high-low mix of 100% shoppable content that inspires, informs and empowers women to elevate their personal style—we really appreciate that. We are so grateful that you’ve given us a chance, and we hope that with this new endeavor, we will surpass any and all expectations by creating the right sort of site for our UK readers.
So what can you expect from WhoWhatWear.co.uk?
You’ll still see the style and shopping-focused content that we’re known for, but now on WhoWhatWear.co.uk, you’ll also get unique pieces that are tailored specifically for the UK audience. That means original stories with a focus on British style, shopping, celebrities, tastemakers and trends.
Our brilliant new UK editorial director, Hannah Almassi, will be leading the site’s content, and we’re so thrilled to have her on the team. She’s spent the past eight years creating amazing stories at Grazia, working on fashion news and features for both print and digital, and we’re so excited to have her leading the charge at WhoWhatWear.co.uk.
And with that, we’ll leave you in Hannah Almassi’s very capable hands. Please check back in daily to see all of the amazing new content we’re creating just for you, and be sure to follow us on social media too!
Katherine & Hillary
Let us know what type of content you'd love to see on the site in the comments below!