Team Who What Wear Shares the First Product We're Buying in 2019


(Image credit: The Style Stalker)

The apple of our eye. Eyes on the prize. Prize pony. All phrases that could accurately describe the top of our shopping lists for 2019. There will only be one first fashion purchase of the year for each of us, and as a group of shopping enthusiasts, we take our firstborn (or first purchased, whatever) very seriously. We’re setting the tone for a year of shopping, and in case you need some inspiration for your own first “add to cart,” we’re sharing what our editors have their hearts set on come January 1. From well-priced investment jewelry to denim trends that will make an impact, scroll on to shop the picks we see as important (at least to our closets) in 2019.


“I just found out that my favorite jeans of 2018 now come in black. Needless to say, I’ll be buying them—the question is whether I can wait until the New Year.”


“Since brown and neutrals were some of the biggest colors on the spring runways, I plan to swap my go-to black boots for a fresh dark neutral hue like the below.”


“I’ve actually already made my first 2019 purchase already, considering it’s a preorder and won’t arrive until January. I wore this feather top and loved it so much that I bought the dress version—which feels very ’90s Kate Moss.”


“I spent the last half of 2018 loving my Ganni cowboy ankle boots. Not that I’m sick of them, but come 2019, I know I’ll want another pair of statement shoes to make me smile when I get dressed in the morning. These (yes, also Ganni) boots will do just the trick.”


“The top of the year seems like a grand time to treat myself to some fine jewelry. The price point on this pretty necklace is still reasonable, and I love how there are seven gemstones for luck.”


“I never stop collecting cool jackets, because they let me get away with wearing jeans and a T-shirt to the office. Right now I’m eyeing this one from & Other Stories that looks way more expensive than it is.”


“It’s been a while since I’ve bought any fine jewelry, so I’d love to kick off the year by treating myself to a new piece that I’ll never want to take off. These fun double hoops definitely fit the bill.”


“I’ll be treating myself to a chic new handbag that will easily take me from day to night next year. This trending croc bag is chic, modern, and sculpturally beautiful, and I love the luxurious chocolate brown hue.”


“I’m jumping at the chance to test out the buzziest new denim shape: ‘baggy’ jeans. I love how the novel waistline on this pair will make even the simplest outfits feel unique.”

Editor in Chief

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 as the site's editor in chief, having risen through the editorial ranks after joining the company in 2012. 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 Awards Fashion Guild. Prior to Who What Wear, Collings worked on styling projects for brands such as Vogue, Teen Vogue, Lucky, and Oliver Peoples. She graduated from UCLA with a BA in communications and calls Los Angeles home.