Exciting news from The Business of Fashion: two of my favorite fashion destinations will be joining forces in 2016 – Target and Who What Wear. Beginning February 2016, Target will introduce a fashion line under the name Who What Wear. The inaugural collection will include nearly 70 pieces, priced from $14.99 to $49.99. The collection will be ongoing, with four seasonal collections delivered to 800 Target stores during the first week of every month. Although not every store will carry the entire range, all items will be available at Target.com and WhoWhatWear.com. The collection will include denim, day dress, party dresses, knits, sweaters, jackets, blazers and accessories. “We’ve wanted to do a line at Target probably since we started the company in 2006,” says Katherine Power, co-founder and CEO of Los Angeles-based Clique Media Group, whose properties include WhoWhatWear.com, Byrdie.com and MyDomaine.com. Says Power, ““We’re operating at the intersection of fashion, media and e-commerce.”
Who What Wear launched in 2006, almost ten years ago, as an email newsletter with a goal to help consumers shop the looks of their favorite celebrities. It has become a community for inspiration and style and fashion direction and a social media success story. I tune into Who What Wear for my daily boost of editorial content. And now, Target will be taking its focus on style to new levels with this launch. I can’t wait. I’m buying it!