Who Owns Who What Wear?

Hillary Kerr and Katherine Power founded Who What Wear in 2006 in Los Angeles, launching one of the first digital-native fashion publications at a moment when print magazines still dominated. Both came from magazine backgrounds, Kerr from Elle and Power from the film industry, and they built an editorial formula of celebrity style coverage, shopping service journalism, and runway reporting packaged for the web rather than adapted to it.

The brand pioneered several now-standard media businesses. Its shopping-focused editorial model, where articles function as curated commerce, anticipated affiliate revenue before the term existed. Its expansion into a private-label clothing line sold at Target beginning in 2016 proved a digital publisher could carry consumer credibility into physical retail.

Clique Brands formed around Who What Wear as the corporate structure, raising venture capital and building sister brands including Byrdie in beauty and MyDomaine in home. The company's pitch was data-informed content for millennial women across verticals.

Future plc's 2022 acquisition integrated Who What Wear into a scaled specialist platform. Kerr remained as chief content officer through the transition before departing in subsequent years, while the brand's editorial operation continued under Future's structure. The October 2025 launch of Who What Wear Parents, a parenting vertical with an advisory board and digital issue format, demonstrated the brand's continued expansion under its new owner.