WhoWhatWear Partners With Target to Produce Its Own Clothing Collection
The WhoWhatWear for Target label. Photo: @hillarykerr/Instagram
There are Vogue sunglasses and Elle earrings, but can you name one media-meets-retail collaboration you actually want to buy? You can now: Who What Wear is partnering with Target on an ongoing collaboration of apparel and accessories that will be updated monthly.
Millions already visit the site, along with its sisters Byrdie and Domaine, for guidance on shopping and styling, and staying up to date on who’s wearing what in both Hollywood and the fashion industry. The network, founded by Hillary Kerr and Katherine Power, regularly features the most fashionable items on the market and does a major affiliate business, so a full-fledged clothing line makes sense.
New items will arrive the first week of every month, and all will be made with Target customer insights in mind, while mining data from WhoWhatWear devotees.
“At Target, we’re always looking for new and exciting ways to bring great style at an incredible value to our guests,” said Stacia Andersen, senior vice president, apparel and accessories. “We were immediately drawn to Hillary and Katherine’s idea of combining art and science, using their editorial point of view and real data, to create a street style-inspired assortment of apparel and accessories. The fashion marketplace continues to evolve and our guests today are looking for inspiration from many different places, specifically street style. We’re thrilled to be able to partner with Who What Wear to provide our guests with the styles they crave.”
Kerr took to Instagram to share the exciting news, writing that in 2006 when the company was started, it was eventually one of their dreams to have their own line. “It’s so exciting, and none of it would have happened without the amazing team at Target, the incredible women and men we work with at our company, and all of the unbelievable encouragement we receive from friends, family, and the brilliant people who have believed in @whowhatwear along the way.”
According to Business of Fashion, which broke the news, WWW readers who click through e-commerce links spend an average of $225 and the collective of sites receive about 12 million monthly unique users.
The first iteration of 70 pieces — which will include sweaters, dresses, denim, workwear, and more — hits stores and Target.com in February 2016 and all offerings will be priced from $14.99 to $49.99.
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