Who What Wear is a multifaceted fashion entity that serves as both a leading digital style publication and a modern clothing brand. Originally founded as a fashion blog in 2006, it has successfully navigated the transition from editorial content to a direct-to-consumer retail powerhouse. For many consumers, the name is synonymous with accessible trend reporting and sophisticated, everyday style that bridges the gap between high-end runway looks and high-street affordability.

To understand the Who What Wear brand, one must look at how it redefined the relationship between a fashion magazine and the clothes its readers actually buy. This evolution has moved through several distinct phases, from a simple newsletter to a mass-market collaboration with major retailers, and finally to its current state as an independent, premium collection.

The Editorial Roots of a Global Brand

The brand began in Los Angeles, California, as the brainchild of Hillary Kerr and Katherine Power. Both founders brought significant industry expertise to the table, having served as editors at Elle magazine. Their insight was simple yet revolutionary at the time: the digital space lacked a platform that combined the high-gloss aesthetic of a print magazine with the immediate shoppability of the internet.

In its earliest form, Who What Wear was a daily email newsletter. It focused on celebrity style breakdowns, runway trend reports, and "how-to" guides for the modern woman. Unlike traditional fashion bibles that often felt elitist or out of reach, Who What Wear adopted an approachable, "best friend" tone. It wasn't just about showing what a celebrity wore on the red carpet; it was about showing the reader how to achieve that same look on a budget.

This editorial foundation is crucial to the brand's identity today. Even as a retail brand, Who What Wear operates with an "editor’s eye." Every piece of clothing designed under the label is vetted through the lens of current trends, versatility, and real-world wearability.

The Evolution of the Who What Wear Clothing Line

One of the most common points of confusion for shoppers is the brand’s history with Target. For several years, beginning in 2016, Who What Wear maintained a highly successful collaboration with the retail giant. This partnership was instrumental in bringing the brand’s aesthetic to a massive, nationwide audience in the United States. These pieces were known for being incredibly budget-friendly and trend-heavy, often found on the same shelves as everyday groceries.

However, the brand has since matured. While you may still find legacy pieces at thrift stores or on secondary resale markets like Poshmark, the partnership with Target is no longer active. In 2021, the brand pivoted toward its own independent, direct-to-consumer venture: the Who What Wear Collection.

The Shift to the Who What Wear Collection

The current iteration of the brand's clothing line is a significant step up in quality and design intentionality. While the Target era was about fast-fashion accessibility, the independent collection focuses on "investment-worthy" pieces.

Our analysis of the current collection reveals a clear shift in sourcing and construction. The brand now prioritizes better materials, such as plant-derived fabrics and organic cottons. The price point is slightly higher than it was during the Target years, but the value proposition has shifted toward longevity. The designs are less about "fleeting trends" and more about "modern classics"—items that feel relevant this season but will still look sophisticated in three years.

Decoding the Signature Who What Wear Aesthetic

What makes the Who What Wear brand so recognizable? It isn't just one specific print or a logo; it is a philosophy of dressing that emphasizes a polished, "put-together" look without the effort of high-maintenance couture. The brand's aesthetic is built on three core pillars.

1. High-Low Mixing

This is the cornerstone of the Who What Wear ethos. The brand encourages readers and shoppers to mix expensive designer staples with affordable, trend-driven pieces. In our practical testing of this style, we’ve found that a Who What Wear blazer paired with vintage Levi's and a high-end designer handbag creates a balanced look that is both aspirational and grounded.

The clothing line itself is designed to facilitate this. Their dresses often have silhouettes that mimic luxury brands like Proenza Schouler or Ganni, but at a fraction of the price, allowing the wearer to spend more on their "forever" accessories.

2. The Third Piece Rule

If there is one styling tip that Who What Wear has championed more than any other, it is the "Third Piece Rule." The concept is simple: an outfit consisting of just a top and a bottom (the first and second pieces) is just an outfit. To make it a "look," you need a third piece.

This could be:

  • An oversized blazer
  • A structured trench coat
  • A statement belt
  • A textured cardigan
  • A bold silk scarf

In our experience, adding a Who What Wear structured blazer to a simple white t-shirt and jeans immediately elevates the wearer's presence. It creates a sense of intentionality that is the hallmark of the brand.

3. Cost-Per-Wear Logic

Unlike traditional fast fashion that encourages disposable shopping, Who What Wear promotes the idea of "cost-per-wear." This involves calculating the value of an item based on how many times you will actually wear it.

For example, a $150 trench coat from the Who What Wear Collection might seem more expensive than a $50 version from a fast-fashion outlet. However, if the $150 coat is made of a durable cotton-twill blend with a classic cut that lasts five years (worn 100 times), the cost-per-wear is only $1.50. This rational approach to shopping has helped the brand build deep trust with its 18-34-year-old demographic.

Essential Staples of the Who What Wear Wardrobe

To truly understand the brand's impact, we must look at the specific types of garments they excel at creating. Their collections usually revolve around a few key categories that serve as the building blocks for a functional wardrobe.

The Power of the Blazer

The blazer is perhaps the most iconic item in the Who What Wear repertoire. In our review of their tailoring, we’ve noted that they consistently nail the "oversized but not sloppy" fit. They often use heavier-weight fabrics that provide structure to the shoulders, making the wearer look more professional and authoritative. Whether it’s a classic black crepe or a seasonal plaid, the Who What Wear blazer is designed to be the "third piece" mentioned earlier.

The Versatile Midi Dress

Who What Wear was at the forefront of the midi-length revival. Their dresses often feature details like puff sleeves, smocked bodices, and subtle cut-outs. What sets them apart is the balance; if a dress has a bold print, the silhouette is usually modest and classic. If the silhouette is daring, the color palette remains neutral. This "editorial balance" ensures the pieces remain wearable for various occasions, from a morning office meeting to a weekend wedding.

Straight-Leg Denim and Tailored Trousers

While many brands were stuck on skinny jeans for years, Who What Wear pushed for more sophisticated cuts early on. Their trousers often feature high-waisted fits and wide legs, taking inspiration from the 1970s but updating them with modern fabrics. In our testing, the "straight-leg" denim offered by the brand provides a much cleaner line than tapered cuts, pairing perfectly with both ankle boots and sleek loafers.

The Business Side: Data-Driven Fashion

One of the reasons Who What Wear is so successful as a brand is that it doesn't just guess what people want to wear—it knows. Because the company started as a media platform, it has access to massive amounts of data regarding what its readers are clicking on, searching for, and buying.

When they see a spike in searches for "clogs" or "red leather jackets" on their editorial site, that data is funneled directly to their design team. This creates a feedback loop where the content informs the commerce. This data-driven approach is why the brand's collections often feel so timely. They aren't just following the runway; they are following the real-time desires of their audience.

In 2022, the brand reached a major milestone when it was acquired by Future PLC, a global multi-platform media company. This acquisition provided the brand with even more resources to expand its reach and refine its product offerings, cementing its status as a permanent fixture in the global fashion landscape.

Beyond Clothing: The Expansion Into Beauty

The success of the Who What Wear brand paved the way for its founders to launch Versed, a "sister" skincare brand. Much like the clothing line, Versed was born out of reader feedback. People wanted "clean" skincare that was effective, aesthetically pleasing for social media, and priced under $20.

Versed mirrors the Who What Wear philosophy: it’s about making high-quality, "expert-approved" products accessible to the masses. The brand uses minimalist packaging and focuses on hero ingredients like Retinol and Vitamin C, further proving that the "Who What Wear" formula of "editorial authority + affordable luxury" works across multiple industries.

How to Shop the Who What Wear Brand Today

If you are looking to purchase current pieces from the Who What Wear brand, the best place is their official website. Unlike the Target days, the new collection is more exclusive and is often released in "drops" or seasonal capsules.

When shopping, we recommend focusing on their "core" pieces first. A neutral blazer or a black midi dress from their collection will provide a higher return on investment than their more experimental prints. It’s also worth noting that the brand has made a concerted effort toward size inclusivity, offering a wide range of sizes to ensure their "editorial style" is available to all body types.

Summary

The Who What Wear brand has successfully transformed from a humble fashion blog into a dominant force in the retail industry. By leveraging its editorial authority and a deep understanding of consumer data, it has created a style aesthetic that is both aspirational and attainable. Whether you are looking for the perfect "third piece" to complete your outfit or you want to understand the latest runway trends through a practical lens, Who What Wear remains the definitive guide for the modern, fashion-conscious individual. Its transition from a Target-based collaborator to an independent, quality-focused label marks its maturity into a brand that values longevity and intentional design over fleeting fast-fashion cycles.

FAQ

Is Who What Wear still sold at Target?

No, the official partnership between Who What Wear and Target has ended. While you may find older items in thrift stores or on resale sites, the current Who What Wear Collection is sold independently through their own digital storefront and select premium retailers.

Who owns the Who What Wear brand?

As of 2022, Who What Wear is owned by Future PLC, a global media company that acquired the brand from its parent company, Clique Brands.

What is the "Third Piece Rule" mentioned by the brand?

The Third Piece Rule is a styling technique where you add an extra layer (like a blazer, jacket, or bold accessory) to a basic top-and-bottom outfit to make it look more polished and fashion-forward.

Does Who What Wear offer plus sizes?

Yes, the Who What Wear brand has a strong commitment to size inclusivity and offers a wide range of sizes in most of its clothing collections.

What is the price range for the current Who What Wear Collection?

The current independent collection is priced slightly higher than the previous Target collaboration, typically ranging from $60 to $200 for most apparel items, reflecting an increase in material quality and construction.