Target Partners With WhoWhatWear For Exclusive Line Of Looks

A fashion website has gone from talking about (and guiding buyers to) other people’s clothes to producing a line all its own.

On Jan. 31, the debut collection from the celebrity-inspired fashion site WhoWhatWear will be released in 800 Target stores and online, reports Fashionista. Clique Media Group, the content group that owns the website, first announced its partnership with Target back in October; the companies’ plan is to release a new line of WhoWhatWear clothes every month.

Leading the design of the affordably priced monthly collections, according to Fashionista, are WhoWhatWear’s founders, Katherine Power and Hillary Kerr. True to the nature of the line’s namesake website — which features clothes worn by celebrities that its readers seek to emulate — reader feedback and shopping activity will be incorporated into the styles that are offered.

The Fashionista story shares the just-released debut promotional image of the WhoWhatWear collection, which it notes bears a resemblance to one that might appear on the website itself: a perfectly lit, seemingly candid picture of celebrities (of a sort — bloggers Lily Kwong, Zanita Whittington and Gala Gonzalez) wearing trendy pieces, like a sleeveless coat, leather jacket, floral pencil skirt, striped mariner shirt and platform sandals.

Each piece from the WhoWhatWear collection will be priced below $50 and come in sizes ranging from two to 26. Plus-sized options, Fashionista points out, will only be available online — not in Target stores — a decision the retailer has apparently made despite the hot water it recently found itself in after taking the same tack with regards to plus sizes of its Lilly Pulitzer collection.