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The Fashion Brands That Make Me Proud to Live in London

It’s London Fashion Week! Well, sort of. On a usual runway-packed day, team Who What Wear would be up bright and early, donning our glad rags and hitting the streets of Soho, but in COVID-tainted 2020, elasticated waistbands, slouchy knits and a messy topknot is our FROW look of choice. Sigh. But ever the optimists, we have decided to embrace our new hermit-like existence and celebrate everything that Great British style has to offer—from the comfort of our sofas, anyway. While we don’t have our usual proximity to the action, we still wanted to find a way to champion the amazing Brit designers whose collections usually hit the runways twice a year. Every fashion editor has a list of names that they particularly look forward to, ...

Lourdes Leon Stars in Adidas by Stella McCartney’s New Campaign, Which She Also Choreographed

For her autumn/winter 2020 collections for Adidas, designer Stella McCartney got a little help from her friend Lourdes Leon. The dancer and director (and daughter of Madonna, of course) not only stars in the campaign, but also helped cast the rest of the young activists who appear alongside her. She also choreographed and codirected the campaign images, shot just outside of New York City (before the pandemic) by Brooklyn-based director Anna Pollack. “Anna and I wanted to create something that was as close to ourselves as possible, doing it in a way that feels very authentic to the collection, our friend group and where we live in New York,” Lourdes said of the their location choice via press release. An advocate for environmental and feminist causes, when casting the models for...

The New Autumn Lipstick Trends Bringing Us Serious Joy

While masks are very much a part of our daily routines right now, nothing feels more autumnal (at least, as far as beauty is concerned) as a statement lip. After months of wearing little more than SPF-enriched balms, embracing rich, standout lipstick trends is one of the joys of the darker months, and we’ve found the perfect catwalk-inspired looks to start you off with. From deep berry tones to the new way to apply your lip tints, keep scrolling to discover the top autumn lipstick trends 2020 has to offer and then shop the products you re-create the gorgeous runway looks. You Deserve to Make Money Even When you are looking for Dates Online. So we reimagined what a dating should be. It begins with giving you back power. Get to meet Beautiful people, chat and make money ...

8 Fashionable Londoners On The Knitwear Trends They Love the Most

Despite the abundance of blue skies that have graced London lately and the mid-20s temperatures we experienced earlier this week, knitwear season is just around the corner. Over the next fortnight, we’ll be swapping our summery blouses for autumnal knits and pulling our cosiest closet staples out from the back of our wardrobes once again.  So which knit trends are Londoners most excited to embrace this autumn? We tapped eight of our favourite fashionable women—including Zeena Shah, Lauren Nicole Coppin, Emma Hoareau and more—to answer exactly that.  Interestingly, in an almost unanimous answer, the overwhelming majority of responses included cardigans in some shape or form. Whether it be over-sized iterations, cardigan co-ord sets or intricate ...

If You Buy a New Coat This Year, Make It One of These

We’ve cut through to the bigggest breakout coat trends as seen on the catwalks and shopped out the styles so that you can nail the look before everyone else. From quilted styles to camel coats, there are so many styles to choose from, and we guarantee you’ll find your new favourite. There’s no rule that one coat style alone provides nowness—the outerwear world is your oyster right now. So go forth and find the style that feels most suited to you, and be the source of many covetous glares. From leopard to faux fur, click through to shop the best coats for winter 2020. You Deserve to Make Money Even When you are looking for Dates Online. So we reimagined what a dating should be. It begins with giving you back power. Get to meet Beautiful people, chat and...

This Classic Full Coverage Foundation Has Cult Status–Here’s Why It’s So Popular

First of all, you can forget touch-ups. This mattifying foundation, isn’t going to budge. Unlike other full coverage, matte foundations, the longer you wear this the better the finish. It might be matte but it still gives your complexion some true-to-life radiance without being a total oil slick as the day goes on. The formula is thick without weighing down the skin and luckily, it doesn’t dry down into that overly powdered finish that most matte foundations can do. There’s no need to mix foundation shades either as the shade range is so inclusive. The shades span from light to deep and most importantly, have three different undertone categories. Cool, neutral and warm–so you’re guaranteed to find the ideal match.  Ready for more? Make the most of this foundati...

4 Major Cleansing Mistakes Everyone Is Probably Guilty of Making

“The biggest issues I see are people over-cleansing their skin by performing steps such as… scrubbing away brillo-pad style [and] overdoing it with facial brushes,” explained Anita. Instead of relying on electric tools or really rough face cloths, use a gentle muslin to assist with your cleansing and spend time choosing the right cleanser for your morning and evening routine to make sure you’re getting the results that you want. “Your morning cleanse should be light, hydrating and balancing… it helps to reset the skin and get it ready for the day,” said Anita. “Your nighttime cleanse can be more intensive. This step will help to remove pore-clogging makeup, bacteria and environmental debris that may have accumulated throughout the day.” You Deserve...

How Our Wardrobes Have Changed Forever Because of the Pandemic

In Carolyn Mair’s book, The Psychology of Fashion, she says, “in some cases, fashion precedes political change; at other times it follows it.” Thanks to the pandemic of 2020, we’re very much looking at the latter exception. Overnight, with very little warning, (let’s be honest—many of us were working from home and still are and during the height of true lockdown), we’ve all had to adjust our daily lives and routines. Our need for constricting garments and more formal attire was suddenly made completely obsolete. No more suits, no more jeans, and, in some cases, no more bras. While some might rejoice in the lack of the aforementioned, it’s also meant we have had little reason to dress up—no more sequin dresses for parties, no more wedding ...

Burberry’s Spring 2021 Show Is About “Regrowth, Renewal, and the Circle of Life”

There was an understandable eeriness to Burberry’s Spring/Summer 2021 fashion show. The heritage brand opened London Fashion Week with a chat between Erykah Badu, Bella Hadid, Rosalía, and Steve Lacy that was surprisingly spiritual. Moderated by Badu, the pre-show got guests in a meditative, calming mood before the live stream presented a mix of performance art, and clothes that referenced the healing powers of water, the natural world, and society’s current confinement, excess, and emotional release. “The circle is hugely symbolic – regrowth, renewal, the circle of life,” says Burberry chief creative officer, Riccardo Tisci, in a press statement. “The collection is called In Bloom because I was thinking about regeneration, about dynamic youth, about nature co...

How Our Wardrobes Have Been Changed Forever Thanks to the Pandemic

In Carolyn Mair’s book, The Psychology of Fashion, she says, “in some cases, fashion precedes political change; at other times it follows it.” Thanks to the pandemic of 2020, we’re very much looking at the latter exception. Overnight, with very little warning, (let’s be honest—many of us were working from home and still are and during the height of true lockdown), we’ve all had to adjust our daily lives and routines. Our need for constricting garments and more formal attire was suddenly made completely obsolete. No more suits, no more jeans, and, in some cases, no more bras. While some might rejoice in the lack of the aforementioned, it’s also meant we have had little reason to dress up—no more sequin dresses for parties, no more wedding ...

Thanks to Miranda Priestly, I Already Love Pantone’s Latest Trending Colour

Ask any fashion fanatic and I bet you will find they’re able to quote at least one line from Devil Wears Prada. After all, Meryl Streep’s inimitable portrayal of Miranda Priestly left us with so many iconic quips.  However, one of the most memorable moments of the entire film is undeniably the scene in which Priestly analyses in great detail the colour of a single jumper. “What you don’t know is that that sweater is not just blue,” she says. “It’s not turquoise. It’s not lapis. It’s actually cerulean.” Priestly then goes on to explain the history of the specific shade, outlining its various significant runway appearances, and of course, solidifying cerulean as a colour never to be forgotten among the fashi...

Zara Recently Dropped a New Coat Edit, and These Are the Pieces We Want

Speaking of which, Zara’s latest coat drop is even better than the last. So much so that we just had to share them with you. However, with literally hundreds of styles on offer, who has time to sift through them all? We do, that’s who. From classic trenchcoats to timeless belted jackets, double-breasted tailored coats to oversize silhouettes and more, keep scrolling to see our pick of the best Zara coats to shop right now before they inevitably sell out. You Deserve to Make Money Even When you are looking for Dates Online. So we reimagined what a dating should be. It begins with giving you back power. Get to meet Beautiful people, chat and make money in the process. Earn rewards by chatting, sharing photos, blogging and help give users back their fair share of Internet revenue.