You typed “who what wear uk” into Google, so you probably know the name already. What you may not know is what’s behind it. Is it a magazine, a shopping site, or an American import? Honestly, it’s a bit of each. This guide covers what the British edition is, who runs it, what you’ll find there, and how to use it without losing an hour to open tabs.
Quick answer: Who What Wear UK is the British edition of a women’s fashion and lifestyle publication. Former Elle editors Katherine Power and Hillary Kerr founded the brand in 2006, and Future acquired it in 2022. The UK site covers trends, outfits, shopping, beauty, and home.
What Is Who What Wear UK?
The brand runs separate editions for the US, Australia, and the UK, and you can switch between them from the top of the page. The British version points readers toward local retailers, seasonal weather, and London Fashion Week.
So is it a magazine? Partly. Most of the output is online, but the site also promotes a lifestyle magazine from £6, and its August 2025 cover story starred Lily James.
Who Owns It and Where It Started
The story begins in 2006. Two former magazine editors started a newsletter that chronicled celebrity street style. That simple idea, showing readers what people actually wore, grew into a business. The pair folded it into Clique Brands in 2012, and in May 2022 the London-based publisher Future bought it.
The price wasn’t disclosed, though one trade report put it near $100 million. At the time, Future said the site had 12 million online users and 10 million social followers, with around 90% of revenue coming from the US.
That last figure matters. It suggests the UK edition is a smaller arm of a mostly American operation, which may explain why some stories feel transatlantic. That’s my reading, not a confirmed fact, so check it against what you see on the page.
What You’ll Find on the Site
The top navigation is the quickest map. The main areas are Trends, Outfits, Shopping, Beauty, Living, Luxury, and Editors in Residence, plus a newsletter sign-up.
- Trends: seasonal edits and runway coverage.
- Outfits: airport, office, street style, holiday, and party looks.
- Shopping: denim, dresses, handbags, shoes, jewelry, basics, swim and lingerie, plus high street picks, promo codes, and live shopping.
- Beauty: hair, skin, makeup, nails, fragrance, and wellness.
- Living: travel, home, and weddings.
There’s also a Fashion Month hub that groups New York, London, Milan, and Paris coverage. If you buy mostly from British shops, the high street category is the obvious place to start.
Which section earns the most visits? I can’t say, because I don’t have traffic data. My guess is shopping, since that’s where the site makes its money, which brings us to the next point.
How the Shopping Content Works
Here’s the part many readers skip. The site carries affiliate links and says it may earn a commission when you buy through them. That’s standard across fashion publishing. Business of Fashion also named affiliate performance as a likely draw for Future when it bought the brand.
Does an affiliate link make the advice bad? No. It does mean you should treat a “best of” edit as a shortlist, not a verdict. Check price, sizing, and returns on the retailer’s own page before you pay.
How to Get the Most From It
- Check your edition. Confirm UK is selected so the picks match British retailers.
- Browse by section. The menus are better organized than the search page for open-ended inspiration.
- Join the newsletter. It saves you from checking the homepage daily.
- Open the promo codes page before checkout. It’s a ten-second habit that can save real money.
- Cross-check fit. An edit can’t tell you how a coat sits on your shoulders. Read customer reviews on the retailer’s page, then try things on if you can.
How It Compares With Other UK Fashion Titles
Vogue, Elle, and Marie Claire UK all cover trends and shopping too. Marie Claire UK sits in the same publisher family, so you’ll see some overlap in tone. Who What Wear leans toward wearable, shoppable outfit advice rather than high-concept editorial. Again, that’s my read. Open two or three pieces from each title side by side and judge for yourself.
What it won’t do is replace a fitting room. It’s a discovery tool, and it works best when you pair it with your own judgement.
Mikhaila Olena is a lifestyle writer and content creator behind Living Smart Daily, dedicated to sharing practical ideas, thoughtful insights, and everyday inspiration. With a passion for simple living and meaningful choices, she crafts content that helps readers create a more balanced, organized, and fulfilling life.
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