The glitterati gathered at Artbeam last night to fete the launch of Who What Wear x Target. The evening was spectacular complete with a full showroom to get a serious sneak-peak of the 70 piece collection alongside mega-stars Kate Bosworth, Jessica Alba and Jamie King. Stylist Zana Roberts Rassi,also, hosted via livestream on Periscope.
The creators of the top fashion website, WhoWhatWear.com, Hillary Kerr and Katherine Power, were on hand to discuss the ambition behind the synchronization of content and commerce. The media mavens intend to “lift the curtain on the design process” and make, we the consumer, a part of it. Customers will be encouraged to participate via social media and the daily newsletter – voting on most wanted prints, fabrics and silhouettes. I had the chance to test the process while there and I must say it was super easy and quite fun!
Not to mention the designs were approachable and highly desirable! The collection is immense comprised of 20 categories including denim, outwear, blazers and a bit of evening wear. I particularity liked the classic wardrobe staples – trench coat, leather moto jacket and the perfect cigarette trouser (that I need in every color) and more trendy items such as the must-have lace-up top and dress. But, the line speaks to any and all fashion personalities and caters to the high-low shopper — all pieces are priced under $50 and available in sizes 2 to 26.
Check out styling tips on Who What Wear and Target’s interactive YouTube channel to find out more. And be sure to let them know what you want to wear! I know I will 😉
Picture Credited “Getty Images.”