Target Joins Forces with Who What Wear

by Sydney Sadick

Another Target collaboration is confirmed: Get ready for a full-fledged clothing and accessories line with Who What Wear, the celebrity-focused fashion site launched in 2006 by former Elle editors Katherine Power and Hillary Kerr, which is now owned by content company Clique Media Group. The collab features a different approach to the retailer’s list of team-ups, which have recently included Edie Borgo, Altuzarra and Adam Lippes, as it aims to provide trendy and street-style inspired items year-round. Think four seasonal collections complemented by mini-collections delivered to 800 Target stores during the first week of each month. The inaugural collection, which will launch in February, will include about 70 pieces priced from $14.99 to $49.99. The lineup will include more than 20 categories, such as denim, jackets, blazers, knits and plus-sizes, which will be available online only.

The girls have plans to further leverage their Who What Wear community, according to Business of Fashion. “We’ll be talking about different ways you can style the collection,” Kerr told the website. “Katherine and I have very different personal styles: she favours more tailored and elegant [separates] while I prefer things that are more feminine and vintage inspired. Yet we overlap in the pieces we wear. We really kept that in mind. No one has just one personal style.”

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