US-based Future Publishing takes over Who What Wear





The American digital brand, Future Publishing, recently announced that it has acquired Who What Wear, a leading digital women’s fashion and lifestyle brand that will further reinforce Future’s leadership in the beauty and fashion vertical.

Who What Wear will join Future’s family of over 200 leading brands – including Marie Claire, Wallpaper, Homes & Gardens and Tom’s Guide – to bolster its women’s lifestyle titles.

The American digital brand, Future Publishing, recently announced that it has acquired Who What Wear, a leading digital women’s fashion and lifestyle brand that will further reinforce Future’s leadership in the beauty and fashion vertical. Who What Wear will join Future’s family of over 200 leading brands – including Marie Claire, Wallpaper, Homes & Gardens.

“At Future, we’ve built a strong stable of women’s lifestyle brands that connect with audiences across the globe around fashion, beauty, and lifestyle. We’re thrilled to drive this further with Who What Wear. Together, our expertise and synergy is a platform for growth in existing and new audiences,” said Zillah Byng-Thorne, Future’s CEO.

Both Who What Wear and Future place proprietary technology and data at the core of its businesses. Understanding the search terms, social trends, and purchasing habits of audiences provides their advertisers with vital information on how to engage fashion and beauty audiences.

Hilary Kerr, co-founder and chief content officer of Who What Wear, said, “Since our launch in 2006, Who What Wear has been and will continue to be a pioneer in every form of digital content, from website and social media to live stream shopping, podcasts, and more. We have created an enduring brand that will live for generations to come. We are excited to join forces with Future as we continue to scale, leveraging our proprietary technology and operating model.”

Future reaches over 64.6 million women in the US every month, and has built a deep understanding of digital audiences and their purchase habits. Future will bring its comprehensive diversification strategy to Who What Wear, using its proprietary technology to optimize advertising opportunities for brands.

“The opportunities we can realise by bringing our businesses together are beyond exciting,” Future’s Byng-Thorne said. “We’ll benefit from Who What Wear’s leading direct advertising sales capabilities and social media expertise, while Who What Wear will benefit from our audience expertise and our experience in accelerating global women’s lifestyle brands.”

With an average monthly audience reach of 8 million unique users and a social following of over 108 million, Who What Wear will expand Future’s reach to over 20 million readers every month with its women’s network brands.

Fibre2Fashion News Desk (HO)





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