Who What Wear launches streetwear line with Target

Los Angeles - As if Target wasn’t addictive enough, the store’s fashion side is officially obtaining a new, captivating collection. Style guide and fashion magazine Who What Wear just announced that they will be releasing an apparel and accessories collection exclusive at the retail chain. The street style-inspired collection will be available at Target stores starting February 2016.

Who What Wear attracts readers who are interested in fashion, celebrities, style, and more. The target age for the online fashion magazine audience is aimed at relatively young people (18 to 34 years). The website posts daily content on current trends covering runway fashion, upcoming trends, and more. The new partnership with Target was an idea curated by Who What Wear founders Hillary Kerr and Katherine Power. As the site focuses on fashion trends, the month-by-month collection will visualize those ideas into accessible items for their readers.

Who What Wear launches apparel and accessories collection for February 2016

The collection will be available on February 1 introducing a couple new styles each month. The clothing will range from a mix of classic, timeless pieces to some on-trend, fashion-forward garments. Specific pieces from the collaboration include a linen blazer as well as printed scarfs, which highlight the versatility of the impending collection. Who What Wear states on their site that the collection is “inspired by street style and the women who love it.” Keeping the customer in mind, the collection will all retail for under 50 dollars at an affordable price point. “We are huge fans of Target and love how they make great design accessible to everyone,” said Power. This is the fashion magazine’s first big step beyond their media platform. “[Our] partnership with Target exemplifies one way we plan to grow the brand,” said Power.

Target is currently the second-largest discount retailer in the U.S. Aside from offering necessities, home goods, and electronics; the retailer also has been evolving with fashion. Each Target has a fashion section dedicated to menswear, womenswear, and children’s clothing. Target is also no stranger to designer collections, having collaborated in the past with Mossimo, Fiorucci, and more. In working with Who What Wear, Target is able to host street style clothing created by the media platform itself. “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,” said Stacia Andersen, senior vice president of apparel and accessories for Target. Andersen said that their fashion marketplace is continually evolving, and that the partnership will provide their guests with desired styles.

Target partners with Who What Wear for exclusive new collaboration

The ongoing partnership will allow Who What Wear to add new styles and pieces to Target within the first week of every month. The pieces will be reachable at over 800 Target stores, Target.com, and WhoWhatWear.com. The fashion brand was created in 2006 by former Elle editors Hillary Kerr and Katherine Power. Kerr serves as the site’s editorial director and Power is the creative director. The duo came together to establish Who What Wear as a powerful force in the fashion industry. Currently, the website has approximately 300,000 viewers each month according to Wikipedia. The multi-media brand includes website articles, newsletters, and podcasts. The two have also released two books: Who, What, Wear: Celebrity and Runway Style for Real Life (2009) and What to Wear, Where (2011). Two spin-off sites from the e-zine also include Byrdie, which is more focused on beauty trends, and Domaine, a home decor-focused webzine.