It's Here! We Designed a New Clothing Line, and It's So Good We're Freaking Out
It's Here! We Designed a New Clothing Line, and It's So Good We're Freaking Out
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It's Here! We Designed a New Clothing Line, and It's So Good We're Freaking Out

Okay, it's happening! Everybody stay calm. If you couldn't already tell, we're freaking out in the biggest way right now, so yeah, that meme from The Office is the only thing that captures our exact mood. As you may have seen through sneak peeks on social media or even read about on the site, we have some exciting news to share: Who What Wear Collection is finally here. After months of behind-the-scenes research, planning, designing, and teasing the launch, the line has officially arrived, and we're chomping at the bit to share all the juicy details with you.

What is Who What Wear Collection? I'm so glad you asked. It's a curated edit of the best clothes that combine trend-minded design with keep-forever classics, intentional pricing, and quality that feels investment-worthy but doesn't hit your wallet like one. And before you ask, yes, you can shop it exclusively on WhoWhatWearCollection.com. It's dreamed up by our fashion editors, who, just like you, are always in search of the perfect thing. Our launch collection has been edited to a tee to include 27 pieces we're fully backing and nothing more.

Not only does it look good, but we also want it to feel even better. We want our brand to feel like, look like, and wear like an investment, which is why we've partnered with some of the same factories as luxury houses. Across the e-commerce site, you'll see styles that are marked as locally made, plant derived, and organic. From our perspective, putting care into our material sourcing translates into pieces that will stay in your wardrobe for many years to come. 

Now that we've gotten the details down, let's dive into what you're really here for: what the clothing actually looks like and how to shop it. Since the line was dreamed up by yours truly and named after our editors and staffers, we thought it only fitting to introduce it to you through the lens of our editorial team. Ahead, see Kat Collings in the Kat Dress, Erin Fitzpatrick in the Fitz Top, Anna LaPlaca (oh, hey) in the Anna Bra, and… Well, you get the gist. 

Who What Wear Collection

Photo:

@katcollings

"Maybe the name of the dress gives it away, but this is my favorite piece in the collection. The best thing about it is that you get three looks in one. The bralette with scrunch straps isn't attached, so you can wear that on its own with jeans, wear the black overlay dress on its own, or wear both together as shown here. It's super roomy and has pockets! It's also sewn about 10 miles from our Who What Wear office. What's not to love?" — Kat Collings, editor in chief and creative director

"Things I love: flowy shorts, button-downs, neutral-but-cool prints, matching sets, comfortable clothes. The thing you need to know: This little outfit has all the aforementioned attributes and more. I kid you not. I've only worn it on Zoom calls so far and have already received countless compliments, so I truly can not wait until I take it out into the real world. I also love how each piece looks when styled separately with basics, too, so it's like I got five-plus outfits out of this one set." — Nicole Eshaghpour, senior market editor

Who What Wear Collection

Photo:

@indyabrown

"Abstract prints are a really smart way to break up monotony within a closet full of basics. This top does just that. It has almost a swirl-marble effect that, although it stands out, feels subtle enough to mix with any type of bottoms. You can either style it buttoned up or left open with a simple white tank or crop top for the summer. Pairing it with the gorgeous plissé pants really takes both pieces to a whole other level. The Paulina Pants are like fancy pajamas—super comfortable yet elevated enough to work for a variety of fancier occasions." — Indya Brown, market editor

Who What Wear Collection

Photo:

@allypayer

"This is my new favorite little black dress, hands down. The plissé fabric makes it infinitely more special than your average LBD, and the cutouts are perfectly placed. I got tons of compliments when I wore it. I predict it's going to be a best seller. Bonus: It's bra friendly and machine washable." — Allyson Payer, senior editor

"This knit set is pure luxury, and wearing it is simply a treat. I naïvely used to think that all knits were made equally, but this duo proves that wrong. It's buttery soft and just thick enough to have a sumptuous, weighty feel to it, which just so happens to make the bra surprisingly supportive. While the set is soft and forgiving enough to be a stay-at-home mainstay, I actually might prefer it more as a layering piece underneath button-downs and oversize blazers (and, of course, its partner in crime, the Judith Puff Cardigan, $125). It just has a magical way of elevating anything and everything you wear it with. Isn't that all you ever want in a closet staple?" — Anna LaPlaca, editor

Who What Wear Collection

Photo:

@laurenegg

"This dress feels amazing and looks even better. I am always on the hunt for the perfect LBD, and this one really takes the cake. It is comfortable and versatile. Although it's relatively simple, it is somehow a huge conversation starter. The neckline dips down just far enough to make a statement while still being extremely bra friendly. The little scrunch belt adds an expensive-looking detail that honestly makes the dress (in my humble opinion), but it's also removable should you have a belt of your own at home you want to jazz it up with. Whether you wear this dress with flat sandals or more formal stilettos, it is guaranteed to become one of the most beloved pieces in your wardrobe. I promise." — Lauren Eggertsen, editorial director

"I may be partial to the Sarah dress because it's named after me, but I can truthfully say that it is my favorite piece from the collection. It's just so easy, comfortable, chic, and versatile, basically everything I look for when I shop. I mean, what more can you ask for? There are so many ways you can wear it—in the daytime with sneakers and at night with heels and some statement jewelry. You could even pair it with tights when it gets colder. Also, did I mention that it has pockets? Why yes, yes it does. I love that I can stash my phone, keys, and lipstick in them. Seriously, it's the easiest and chicest dress you'll ever meet that you can wear to just about anything." — Sarah Yang, managing editor, THE/THIRTY

"I'm always on the hunt for elevated basics I can wear again and again, and this tank is simply perfection. It has a knit material that makes it feel more polished than your average tank top and a square-neck silhouette that feels cool and directional. I'm pairing it with everything from a crinkled skirt to jeans and a leather blazer, but the styling options are seriously endless." — Kristen Nichols, senior editor

"I love how this dress combines a super-classic black-and-white color combo with a very on-trend cutout detail. The square neckline and the A-line shape are so flattering. I styled it with my go-to black Mary Jane flats by Dôen to stay in line with the color palette." — Erin Fitzpatrick, senior news editor

"Ask any editor you know, and they'll most likely agree that no summer wardrobe is complete without at least one white linen dress. Now, where you get that staple is up to you, but let me tell you. As someone who owns an arsenal of white dresses, Who What Wear Collection's Cristina Dress won a spot in the rotation. I love this dress because while it may seem like a simple white dress, the beautiful ruched spaghetti straps and bodice add a unique touch to the staple. In addition to the chic details, the fabric is super lightweight and is plant derived, so not only is it better for the planet, but it's also the best option for those intolerable summer heat waves. Possibly the best thing about this dress, though, is how easy it is to wear. I've found myself wearing it nonstop; it truly is the perfect summertime dress. If you're like me and you're bustier (above DD+), you may want to size up. I was able to fit into this dress perfectly, but there are still moments where I worry about the buttons." — Jasmine Fox-Suliaman, audience engagement editor

"This plissé set is one that I've been dreaming about. It looks and feels luxe to the touch but also somehow feels like you're wearing pajamas, which is what everyone wants, no? I've already worn this in four different ways and can imagine 10 more at the top of my head right now." — Yusra Siddiqui, assistant market editor

"Every time I wear this striking blue plissé set, I get endless compliments. (I definitely can't complain about that!). The color is stunning, and it looks incredibly luxurious. I love wearing the set together, but it's also really easy to style as separates. Pair with gold jewelry to finish the look." — Judith Jones, senior market editor

"Is there anything better than a satin dress? When said satin dress is named after you, it does indeed get better. Not to be completely biased, but this Jasmine Dress is so damn cute. First off, the fabric, which happens to be deadstock fabric, feels as soft as a puppy. And the fit? No complaints. It's not too tight around the bust and flares right out, so there's no struggle with getting it around the hips. But what I really love most about this dress besides the fit and my own stroked ego is how truly versatile this piece is. It's truly that dress. It can be worn for date night with cute kitten heels and bold earrings. It can be worn to the office with a blazer and heels, it can be worn to the farmers market with sneakers and a tote bag. It can even be worn in the fall with knee-high boots and a trench coat. There are so many styling possibilities with this dress, which is why it's one of the best pieces from the collection." — Fox-Suliaman

"I'm obsessed with the swirl print on this dress—it's so pretty and cool. It's a dress that you could get away with wearing to the office (when that's a thing again) or to a date. It's that versatile, and it's very photogenic. Aside from the print, the seaming on the dress is so interesting and makes it look really expensive. The fabric is really nice as well and miraculously doesn't wrinkle." — Payer

Who What Wear Fashion Collection

Photo:

@joiedejude

"The Indya Dress is one of my favorite pieces from Who What Wear Collection, especially as it has seen me through the growth of my baby bump! Not only is the stretch-knit dress super comfortable, but the silhouette is also simple yet striking, and it fits like a dream. It's so easy to dress up or down with the right accessories and shoes. If you're looking for a great LBD this season, I highly recommend it." — Jones

Who What Wear Fashion Collection

Photo:

@katcollings

"This swirl print gives me life. It is simultaneously cool yet not overly trendy (ahem, checkerboard print). Interesting yet easy to wear. I love the contrast of the more tailored vacation shirt with the prettiness of the slip skirt. It's a perfectly balanced outfit if you will. My hot styling tip is to only button a few buttons at the bust and wear a belly chain around your waist that can peek through." — Collings

"I'm a huge denim person, so I'm always looking for cute tops to throw on with jeans. This shirt is right up my alley because it's easy to wear but has special details in the form of ruching around the neckline. I alternate between wearing it with layered necklaces or statement earrings (but not both because I'm more of a minimalist)." — Fitzpatrick

Who What Wear Fashion Collection

Photo:

@erin_jahns

"I'd say 85% of my closet is filled with basics. I can never have enough, so this piece really speaks to me. I've been searching for the perfect goes-with-everything short-sleeved bodysuit for a while now, and this one finally satisfies. The material feels extremely high-quality and has enough stretch to feel comfortable but not so much that it loses its shape after only three wears. I've been wearing it a couple of times a week and love how easy it is to dress it up with a skirt or leather pants or down with jeans or even cutoffs. It's a dream, and I need one in every color." — Erin Jahns, senior beauty editor

More from Who What Wear Collection:

Considering we'll be dropping new pieces each month, I think you're going to want to tune in. Get updates on our Instagram @whowhatwearcollection and by signing up for our texts and newsletter

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