Who What Wear to hold first see-now-buy-now fashion show

By

Obi Anyanwu

Published
Jan 27, 2017

Who What Wear is trying its hand at the see-now-buy-now concept. The Clique Media Group owned online destination announced on Friday that its first live fashion show will be held on February 8 during New York Fashion Week.

 
In partnership with Secret Deoderant, the Who What Wear fashion show will be shoppable in real time through a custom digital shopping platform. Top influencers and bloggers such as Chriselle Lim, Larsen Thompson, and others will model looks featuring trends for spring 2017 that can be found on the Who What Wear website.
 
"We're beyond thrilled to bring our digital brand to life during NYFW," said Katherine Power, co-founder and CEO of Clique Media Group, the parent company of Who What Wear.

"My co-founder, Hillary Kerr, and I started Who What Wear with the thesis of making fashion trends accessible for all and immediately shoppable. With this fashion show, we've been able to bring our brand sensibilities to life in an impactful way with our partner, Secret, a brand that also feels passionate about helping women feel confident and free to wear the looks they love."
 
The unique fashion show concept is a step forward for the see-now-buy-now concept. Typically, designers and brands show immediately available pieces on the runway before launching them in store or online minutes or days later, but buying styles in real time is a feat that was once considered to be only a dream.
 
Who What Wear is a 100% shoppable online destination that covers fashion news, trend reports, wardrobe tutorials and celebrity style guides. The website is one of the latest to announce a see-now-buy-now runway show, alongside H&M and Mansur Gavriel that both announced shows this week.

The Who What Wear fashion show will be held at Skylight Modern on February 8 starting at 7:30 p.m. The show will be streamed via YouTube Live.