A Note From the Editor on How We're Working

Hi Who What Wear readers,

I wanted to let you know how we as a team here at Who What Wear are working during all this uncertainty. We are lucky enough to be able to work from anywhere on our laptops, so our plan is to continue with what we do best: bringing you updates on style and beauty.

Sometimes we all need a bit of a light relief and distraction. We are always passionate about making our corner of the internet as kind and supportive as possible, so keeping our community inspired and connected is important to us.

We have been working hard on the things that you have said you want to see more of on our channels. From classes on Instagram Live and IGTV (see our Instagram for weekly schedules) to our new franchise, Small But Mighty, where every month our shopping editor Joy Montgomery will profile the independent fashion brands our editors love and support. We are also bringing you lots of outfit ideas for working from home and loungewear edits—one of my favourite stories recently is Alexa Chung sharing what she is wearing at home. 

Lots of you told us you want to read more beauty content. My personal favourite stories include a guide to the morning routines that can make you feel productive, how to style out grown-out roots at home and basic beauty tips you can master. 

We'll still be continuing with all our usual bread-and-butter Who What Wear stories that you know and love, such as our guide to the key trends for spring and summer 2020, our intel on the sandals to buy this year and all the outfit ideas you could ever possibly need

I also want to tell you about an exciting initiative we have launched to help support small brands—Who What Wear spotlight. 


Each week on the UK site and the US site we will both turn the spotlight on a company each that will receive a complimentary week-long exposure package. On WWW UK brands featured will get an editorial story on WhoWhatWear.co.uk, social promotion and ads on the site leading to the content. 

With these efforts, we are extending a hand to the fashion-and-beauty community, using our ad inventory for good, and directing our global audience of 16+ million shoppers worldwide (and 2.3 million shoppers on Whowhatwear.co.uk) to the brands that need their support the most. If you’d like to apply for your company or know a small fashion or beauty business that would be perfect for this, our UK application form is open. (For American companies hoping to feature on WhoWhatWear.com, here is the application form for the U.S. program.) Our hope is to continue to evolve this program, using it as a dedicated franchise to support smaller businesses.

We want to ensure that we're only delivering content that you actually want to read, so please do let us know what you want to see more of. I always love hearing your feedback! So send us a message on Instagram if there's anything you think we're missing. We have also set up an email address hello@whowhatwear.com where you can send us any suggestions of what you'd like to read or think we could be doing better.

Let's make our feeling of community stronger than ever and support each other during this time.

Stay safe.


Emma and everyone on the WWW team

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