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Who What Wear's Fearless Founders on Power Dressing and Launching Clique

Here at Who What Wear, we’re champions of female-founded, -owned, and -operated businesses—after all, our company was founded by two fearless women. That’s why we’re launching Female Founded, an editorial series that dives into the stories of those who launched their own businesses. Here, you’ll discover who these women are, what they’ve accomplished, and how they style pieces from our own Who What Wear collection at Target.

The year was 2006, and the word "magazine" strictly referred to that tangible stack of glossy pages you had to make a special trip to the store to purchase. That's the year Hillary Kerr and Katherine Power decided to take their journalism expertise to a .com.

To say the digital publishing space was the Wild West would be an understatement, but where many saw vast desert expanse, the two saw a land of opportunity. After 12 years in business together, it seems fair to say they found it, but both Kerr and Power had to take a leap of faith first, leaving their coveted print jobs to launch Who What Wear, which—fun fact—began strictly as an email newsletter.

As someone whose editorial career has been born directly from their vision and determination, I don't mind saying what they've built is truly innovative, first with Who What Wear and, ultimately, its larger parent company, Clique Brands. Clearly, the duo clearly didn't arrive here by chance, evidenced by how tirelessly they continue working to push the boundaries of what this company can do.

Ahead, Kerr and Power reflect on starting their company, the advice they'd give their former selves, and, of course, how to dress for the job you want.

Photographer: Paley Fairman | Hairstylist: Kathleen Riley | Makeup Artist: Barbara L | Stylists: Dani and Emma