By Dori Owen
If you are an obsessive Target shopper like me, you have probably noticed that Target has really upped their game in women’s clothing lines. Formerly they carried their own lines like Mossimo, but you can now find much higher quality brands such as Knox Rose, Avi Viv, and my new favorite–WHO WHAT WEAR.
I stumbled upon WHO WHAT WEAR in a most curious way. My cousin is the business manager at a Southern California high school and works with the mother of one of the founders. How’s that for a twisted recommend? She told me they were an online company recently started by two young women retailing ONLY at Target (magic words to me) and that I should go check it out.
And that, dear readers, was the beginning of my love story with WHO WHAT WHERE.
I relish a good success story and especially one that involves women. The company was founded by two former Elle editors, Hillary Kerr and Katherine Power. They made it happen by offering their own curated access learned from Elle to their core passions: fashion, celebrity, trends, and shopping, bringing the company from a small online presence into a DNA disruption of print fashion magazines by making it happen digitally.
I feel so hip subscribing to their online newsletter which shows the newest of the newest from not only their line but others like Topshop–and then my challenge becomes to find it somewhere else at the lowest possible price! I’m not sure if this is their intention–but why pay $450 for a Prada bag when you can find something nearly identical at H&M for $30? Sometimes you’ll even find these “get it for less here” tips on their newsletter.
I found the WHO WHAT WEAR clothing line at Target first, which became available in 2016, and their online magazine became icing on the cake.
Here is the beginning, middle, and end of my love affair with WHO WHAT WEAR: the clothes, shoes, and accessories are stylish and AFFORDABLE. They have to be at Target, competing with Target brands and the other newer upscale brands. The line offers play clothes, work clothes, and some hot hot hot evening wear pieces. The shoes are clearly similar to more expensive brands, but at under $35-$40? Sold!
And here is my true test of how popular this line is: they NEVER make it to the clearance section.
It is empowering to support and celebrate women-founded businesses–Hillary and Katherine have turned their simple, online blog into a mega-empire under the name of Clique Media Group, based in Los Angeles. Clique Media is a modern lifestyle company with sister brands Byrdie (beauty and wellness) and MyDomaine (lifestyle), both of which launched in 2013. They have also authored three books, Who, What, Wear: Celebrity and Runway Style for Real Life published in 2009, What to Wear, Where published in 2011, and The Career Code published in 2016.
I have been a Target shopper since way back when. And now I have one more reason.
WHO WHAT WEAR.
Dori Owen blogs on ArizonaGirlDiary.tumblr.com, is a columnist on FeminineCollective.com, created the Facebook Page DiaryOfAnArizonaGirl, is contributor/editor for TheLithiumChronicles.org, and is a zealous tweeter as AZGirlDiary @doriowen. Her essays have been featured in books FeminineCollective’s RAW&UNFILTERED VOL I and StigmaFighters Vol II. Dori is a former LA wild child who settled into grownup life as a government project manager, and collected an MBA and a few husbands along the way. She spent her adult years in Southern California and has recently returned to where she ran away from in Arizona. Dori lives with her beloved rescued terrier Olivia Twist and has an adored grown son in Portland, Oregon.