Who What Wear Gets in on the Buy Now, Wear Now Runway Action

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Who What Wear Gets in on the Buy Now, Wear Now Runway Action

01/27/2017
Who What Wear, the online destination for aspirational yet accessible fashion content that is 100 percent shoppable, will launch its first live fashion show during New York Fashion Week. The Who What Wear Runway created with Secret Deodorant event will take place at Skylight Modern on Feb. 8 starting at 7:30 p.m., followed by a VIP cocktail event later that evening. The show is invite only but will be streamed via YouTube Live so that all consumers can experience the front row.

"We're beyond thrilled to bring our digital brand to life during NYFW," said Katherine Power, co-founder and CEO of Clique Media Group (the parent company of Who What Wear). "My co-founder, Hillary Kerr, and I started Who What Wear with the thesis of making fashion trends accessible for all and immediately shoppable. With this fashion show, we've been able to bring our brand sensibilities to life in an impactful way with our partner, Secret, a brand that also feels passionate about helping women feel confident and free to wear the looks they love."

The show will feature a curation of Who What Wear's favorite trends and brands for spring, which will be worn on the runway by top influencers and bloggers in the industry, including Chriselle Lim, Larsen Thompson, and others. The style direction will be led by Who What Wear editor in chief Kat Collings and editorial director Bobby Schuessler.

"The looks will be informed by what the industry considers the biggest trends for spring 2017, as well as direct consumer and reader feedback on what they want to wear now," said Collings. "The looks will mirror the beauty of WhoWhatWear.com, featuring trendy pieces mixed with classic looks at high and low price points. It will be everything you want to shop in one place."

As the influencers take the runway, the audience will be able to see the outfit details in real time and purchase the looks through a custom digital shopping platform, available to those guests physically present at the runway as well as online viewers of the YouTube Live stream.

The models on the Who What Wear Runway will be protected by Secret Clinical Strength Deodorant, which provides two times the sweat protection versus an ordinary antiperspirant. Secret's Clinical Strength Collection is stress-tested for women, so whether fashion insiders are walking the runway or owning their next meeting, they can be confident their deodorant is working as hard as they are.

"We understand from our research that women may avoid certain colors, fabrics or even outfits for fear of a sweat breakthrough. We want to make these fashion sacrifices a thing of the past," said Janine Miletic, brand director for Secret Deodorant. "We're partnering with Who What Wear to show women everywhere that they can trust their favorite on-trend looks to the superior protection of Secret's Clinical Strength Collection. Together, we're encouraging women to feel confident and free to wear whatever they want."

Secret and Who What Wear will be sharing a behind-the-scenes look at all the exciting and stressful moments that go into creating the first-ever Who What Wear Runway as well as additional content about the outfits and how to wear every trend with ease.

Maybelline New York will be joining Who What Wear Runway as the makeup and nail sponsor, with celebrity makeup artist and Maybelline New York ambassador Erin Parsons curating the influencers' beauty looks.