Who We Are
Who What Wear is the leading digital destination for fashion and beauty, built on a long-standing mission to make personal style accessible. For two decades, its global teams in Los Angeles, New York, and London have delivered premium trend reporting, shoppable guides, celebrity style coverage, and editor-vetted recommendations that resonate with a highly engaged audience. With a seamless blend of inspiration, shopping, and expert advice—and the trust of 24M+ monthly readers—Who What Wear creates influential content that powers the shopping decisions of fashion and beauty enthusiasts around the world.
About Future
Future is a global platform for specialist media with scalable, diversified brands. We connect people to their passions through the high-quality content we create, the innovative technology we pioneer, and the engaging experiences we deliver. We’re the name behind more than 220 market-leading brands that span categories including fashion, beauty, technology, games, TV and entertainment, women’s lifestyle, music, creative and photography, sports, home interest, and B2B. Visit Future’s press room.
Awards
2025
- Winner of Glossy Fashion & Luxury Awards: Best Use of AI
- Digiday Finalist: Most Innovative Use of AI by Publisher
2024
- Honoree of 29th Annual Webby Awards: Websites and Mobile Sites - Best Use of AI
2023
- Finalist of Glossy Beauty Awards: Best Multi-Platform Campaign and Best Use of Instagram
Our Team
Kat Collings has over 15 years of experience in the editorial fashion space, largely in digital publishing. She currently leads the vision for editorial content at WhoWhatWear.com as the site's editor in chief, having risen through the editorial ranks after joining the company in 2012. In her role, she primarily works on leading content strategy and also contributes trend direction for Who What Wear's design collaborations. Collings is a Digiday Future Leader Awards nominee, was named BuzzFeed's best fashion Instagram accounts of the year, and is a member of the CFDA Fashion Guild. She has worked with luxury brands such as Moda Operandi, Cartier, and Net-a-Porter, and her personal style has been featured in many publications including The New York Times Fashion & Style, Vogue.com, and InStyle. Prior to Who What Wear, Collings did styling projects for brands such as Vogue, Teen Vogue, Lucky, and Oliver Peoples, as well as freelance fashion writing. She graduated from UCLA with a BA in communications and calls Los Angeles home.
Judith Jones is the associate shopping director at Who What Wear who specializes in shopping content and trend stories with high-affiliate impact. She shares the coolest, most desirable fashion market finds and brands for every budget. Previous to working in fashion, Judith worked as a TV host on the PBS travel show Globe Trekker (airing on Netflix and Amazon Prime) sharing her passion for travel and culture.
Since starting as a fashion intern in 2013, Nicole Akhtarzad Eshaghpour has held several roles at Who What Wear. She is currently editor at large, and in her present work for the site, she focuses on a mélange of shopping content, including her new-arrivals and Trust Me—Buy This columns as well as her weekly Trust Me—Buy This newsletter. Her interest in shopping spans everything from decoding the best luxury investments to discovering on-the-rise brands to trend forecasting, affordable fashion, and more. She holds a business administration degree from USC's Marshall School of Business and has been based in New York since 2017, when she moved from her hometown of Beverly Hills.
Eliza Huber is an NYC-based senior fashion editor who specializes in trend reporting, brand discovery, and the intersection of sports and fashion. She joined Who What Wear in 2021 from Refinery29, the job she took after graduating with a business degree from the University of Iowa. She's launched two columns, Let's Get a Room and Ways to Wear; profiled Dakota Fanning, Diane Kruger, Katie Holmes, Gracie Abrams, and Sabrina Carpenter; and leads Go Sports, Who What Wear's sports vertical. Eliza lives on the Upper West Side and spends her free time researching F1 fashion imagery for her side Instagram accounts, @thepinnacleoffashion and @f1paddockfits; watching WNBA highlights; and scouring The RealReal for discounted Prada.
Jamie Schneider is Who What Wear’s senior beauty editor based in New York City. With over seven years in the industry, she specializes in trend forecasting, covering everything from innovative fragrance launches to need-to-know makeup tutorials to celebrity profiles. She graduated from the University of Michigan with a BA in organizational studies and English before moving to NYC, and her work has appeared in MindBodyGreen, Coveteur, and more. When she’s not writing or testing the latest beauty finds, she loves scouting antique homewares, and she’s always down for a park picnic in Brooklyn.
Jennifer Camp Forbes is currently a senior shopping editor at Who What Wear, where she has worked in a variety of capacities for over a decade, including creative director and various editor roles. She’s well-known as a shopping expert who’s sought out for advice and insight on the latest trends, outfit ideas, and fashion picks thanks to her thoughtful shopping roundups, digital mood boards, and extensive knowledge of up-and-coming brands, plus the new-arrivals sections of the chicest retailers. Camp Forbes has had a lifelong interest in fashion, which led her to intern at Harper’s Bazaar as an undergraduate. Later, while working toward her master’s degree in psychological counseling at Columbia University, she founded two digital fashion publications: Le Fashion and Olsens Anonymous. The popularity of both sites grew, and after graduation, she decided put her plans to become a therapist aside to pursue a career in fashion. While she has called Los Angeles and New York City home in the past, she currently works remotely from Massachusetts. When she’s not obsessing over and writing about her latest fashion finds, she is delighting in raising two little ones with her high school sweetheart, perusing TikTok religiously, listening to podcasts and audiobooks, creating abstract photographs, and eating the best Mexican food she can get her hands on.
Maya Thomas is an Associate Beauty Editor at Who What Wear. Her strong love for all things beauty, interior design, and fashion stems from a strong childhood interest in the fine arts. During a gap year spent in Paris studying the history of French fashion, she shifted her focus to English literature and journalism as a student at Loyola Marymount University. After graduating, Maya began freelancing for Parade as a contributing commerce writer. When she's not writing, Maya spends her free time rewatching Gossip Girl, perusing art galleries, and enjoying a night out at the ballet every now and then.
Josephine Hadjiloucas is a New York–based writer. She first interned at Who What Wear UK in 2024 on the editorial team, where she worked on video production and social media content creation. After graduating from the Fashion Institute of Technology in 2025 with a degree in advertising, marketing, and communications, she accepted her current position as an assistant shopping editor at Who What Wear U.S. In her stories, Josephine covers everything from the latest fashion trends, outfit inspiration, and standout affordable finds to must-read celebrity interviews with industry icons like Paris Hilton and Carolina Herrera. Her thoughtful approach to affordable style stems from her belief that fashion should be accessible to all. When she isn’t writing about the latest Gen Z trends or updating her under-$100 Nordstrom wish list, you can find her browsing the racks of NYC’s best vintage stores or rewatching Moonstruck for the 50th time. “Snap out of it!”
History
Who What Wear was founded in 2006 by Hillary Kerr and Katherine Power as a daily fashion newsletter and website that was one of the first to bring a shopping-focused, editorial approach to the digital space. In 2015, the brand expanded and launched Who What Wear UK to create content specifically catered to our UK-based audience. In addition to the digital property, Who What Wear has launched two books, a podcast, and a clothing line in collaboration with Target. In 2022, Future PLC acquired Who What Wear, strengthening Future’s portfolio in the fashion-and-beauty space in the U.S. market.
Editorial Standards
Who What Wear is an independent journalistic outlet committed to the first amendment right of a free press. We follow the guidelines for ethical integrity and transparency set forth by the American Society of Magazine Editors. Who What Wear advocates using an abundance of caution to promote a safe, equality-based resource for our readers. Errors or mistakes are corrected.
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Affiliate & Advertising Disclosure
We are committed to helping you find the best products and services for your needs and connecting you with trustworthy retailers where you can purchase them at competitive prices. Within our editorial content, we often provide links to products and services on retailer sites for which we can receive compensation—called an affiliate fee—if you click on those links or make purchases through them. That affiliate fee is paid to us by the retailer and does not directly affect the price you pay for the product or service.
Our expert editorial teams are independent. This means the products and services they select to appear in our articles are chosen based on their unbiased, expert judgment and relevance to the readers' needs and article content. While our editors may be informed by commercial insights to understand the market, our goal is always to provide independent, objective, valuable, and useful advice to our readers.
We will always do our best to ensure that we display the most up-to-date information possible. On occasion, a retailer may have updated their prices, up or down, before we are able to update a story. Retailers may also add delivery or other costs to the purchase—please see the retailer's site for more information. The affiliate fees we receive help us to continue developing our affiliate platform, Hawk, as well as helping to pay our teams and other website costs.
We also run advertising in various forms. Ads on our websites are designed in a way that makes them clearly identifiable as ads and distinguishable from our editorial articles.
From time to time, we also publish paid-for editorial content on the site. This content is labeled so you can see who has funded it and how it was created. We have a full guide to content funding on Who What Wear here. You can also see the full terms and conditions that apply to your use of our sites right here.
For information on how we work with advertisers to keep bringing you the content you love to read, check out how we fund the content you read on Who What Wear.
Privacy Policy
Who What Wear is part of Future PLC. We are both fiercely committed to protecting your privacy. Read Future PLC's privacy policy.