Fashion
This Celeb Hairstylist Created "the Rachel"—Now, He's Launching an Iconic Haircare Line
Chris McMillan has always loved the drama of a hair transformation. "I used to hang out with this girl. We used to go roller skating," the…
Swedan Margen
I focus on highlighting the latest in business and entrepreneurship. I enjoy bringing fresh perspectives to the table and sharing stories that inspire growth and innovation.
Fashion
Cue the Makeover Montage: My Bestie Wants a Closet Refresh, so I Sent This List of 11 Must-Have Basics
I live for a makeover montage. It’s my favorite part of any film, so when I got the chance to live it out, I jumped at the opportunity. My…
Fashion
For Gen Z, Trends Are Out and Hyper-Personal Style is In
Gen Z Says is a bimonthly column chronicling the latest trends in the fashion-and-beauty space through the lens of Who What Wear’s own Gen…
Fashion
The 8 Trendy Basics That Will Define Fall 2025
The first thing I shop for at the start of a new season isn't the most forward trend or new It item, but wardrobe basics. It's only once I…
Fashion
I Asked an Expert Which Short Haircut Would Suit My Round Face Shape—They Said These 11
Finding the right haircut to suit your face shape is no mean feat. With hundreds of hairstyles and hair trends out there, it can be hard…
Fashion
Summer Best Sellers So Far - Julia Berolzheimer
Our summer’s best-seller list spans fashion, beauty, littles, home, and more, featuring the most purchased and most loved items of the…
Fashion
I've Interviewed 40+ Beauty Experts—They've Influenced Me to Buy These 30 Gems
Most Wanted is a weekly series in which one Who What Wear team member or friend of the brand will share the top 30 fashion and beauty…
Fashion
I Tried Shakira’s New Hair Care Line—Here’s How My Curls Held Up
As a curly girl, l've had to test out a lot of different beauty products to figure out what works for me and anytime a new hair care brand…
Fashion
Goodbye Linen Trousers—Starting Now, This Pretty Pant Trend Will Be On Fashion People Everywhere
The season for wearing linen pants is sadly ending, but the good news is that silk and satin pants are available, which, to some like us,…
Fashion
How Jess Jacobs, the CEO of Coterie, Has Completely Modernized the Baby Care Industry
Welcome toSecond Life, a podcast spotlighting successful women who’ve made major career changes—and fearlessly mastered the pivot. Hosted…
Fashion
Suddenly, This Dated Skirt Trend Feels Modern When You Wear It With This Shoe
I’ll admit it—I could have sworn we’d collectively moved on from the denim maxi skirt. In my mind, breezy, floaty styles had taken their…
Style
Lorenzo Mattotti’s “Summer Rays”
For the cover of the August 18, 2025, issue, the artist Lorenzo Mattotti portrays the symphony of sight, sound, smell, and touch which…
Style
The One Race That Eric Adams Is Winning
By all appearances, the New York City mayoral race has narrowed to two viable contenders: Zohran Mamdani, a thirty-three-year-old…
Fashion
Linen After Dark: Moonlit Dinner Dresses - Julia Berolzheimer
Couper Dress, Manolo Blahnik Sandals, Prada Bag (similar here), Retrouvai Necklace, Silvia Furmanovich Earrings, Marissa Klass Ring…
Fashion
I Sent My Aunt These On-Sale Anthropologie Bags to Carry Through the End of Summer
If there are two categories of clothing I'm the pickiest about when shopping, it's shoe and bags. So when my aunt asked me to help choose…
Fashion
Spotted in Los Angeles: The Non-White Trainer Trend Models Are Wearing With Leggings and Denim
I’m not sure about you, but as we move towards autumn, the past few seasons’ obsession with colourful trainers has started to lose its…
Fashion
The Pretty Top Trend Everyone in Fashion Is Using to Elevate Their Jeans
Maybe it’s the millennial in me, but I’m not sure my lifelong quest to find a nice top to wear with jeans will ever truly end. You’d think…
Fashion
Loves of My Life: Xanthe Ross
The best interviews are often the most personal. In Loves of My Life, we get to know the person behind their craft, asking them the…
Fashion
I've Been Waxing for Years—Experts Convinced Me to Try These 10 Facial Hair Removal Products Instead
I remember the first time I got my lip waxed like it was yesterday. A boy in middle school pointed out that I had upper lip hair, and I…
Fashion
I Just Swapped My Classic Pink Pedicure for This Timeless Shade Instead—I'm Not Looking Back
Here at Who What Wear HQ, we recently made a discovery—the chicest women don’t just opt for a summer pedicure, they keep their toes in…
Fashion
My Beauty-Director Standards Are Notoriously High—This £9 SPF Has Floored Me
For those who are new around here, you probably only need to know three things about me before we move on: 1. I'm brutally honest in every…
Fashion
Leggings Are All I Want to Wear Right Now—These 5 Tops Make Them Look Intentional
Leggings may have started life as a humble loungewear item or a piece worn strictly for sport, but they've quietly—okay, not that…
Fashion
6 Early Autumn Trends Girls Who Know What’s What Are Already Wearing
If there’s one season I always look forward to dressing for, it’s autumn. As much as I enjoy leaning into the ease of summer, by the time…
Fashion
The Fashion Set Has Spoken: This Patterned Set Is the Official It-Girl Outfit of Summer 2025
I know it's the beginning of summer when I make an impulse purchase. There's just something about sipping on a spritz outside and talking…