Who What Wear Spotlight: Our New Program Designed to Support Small Businesses


(Image credit: @shoplcd, @bleach_studio_la@crownaffair, Stocksy)

Who What Wear Spotlight was born when our co-founder Katherine Power had the idea to use some of our ad inventory to support small fashion and beauty businesses that have been impacted by COVID-19. Starting tomorrow, each week we will turn the spotlight on a company that will receive a complimentary weeklong media package featuring the company, including a suite of custom ads to run on Who What Wear, social promotion, and an editorial story on WhoWhatWear.com. 

With these efforts, we are extending a hand to the fashion-and-beauty community, using our ad inventory for good, and directing our global audience of 16+ million monthly avid shoppers to the brands that need their support the most. Our audience still wants to shop and see the best new brands and cares more than ever about who they are choosing to support with their dollar, so this is a win-win for both the founders of these businesses and our community. Who What Wear wouldn’t be where we are without support from our industry, and we’re very excited to pay it forward with this initiative, especially to those who are underrepresented. If you’d like to apply for your company or know a small fashion or beauty business that would be perfect for this, our application form is open. Our hope is to continue to evolve this program, using it as a dedicated franchise to support smaller businesses.

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 WhoWhatWear.com 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.