The rise of street style continues. Just this past week Target announced a licensing agreement with Clique Media Group, who owns Who What Wear—the wildly popular, celebrity fashion website founded in 2006 by two former Elle editors. The partnership will set up the retailer to sell trendy, street style inspired apparel and accessories all year round.
“Style is a major priority for us,” Stacia Andersen, Target’s senior vice president of merchandising, told Business of Fashion. “It’s one of those categories that we want to be famous for as a company.”
Who What Wear’s most popular street style posts were used as inspiration for the items developed for the 70-piece collection. The women's line features classic items such as trench coats and linen t-shirts, as well as sleeveless vests and printed pencil skirts—all pieces you might see on your favorite fashion blogger.
“We created everyday essentials and a handful of trend-driven, more directional pieces,” said Who What Wear editor Hillary Kerr. “We want the shopper to be able to mix and match and pair pieces with what they already have in their closet.”
