It’s Here! We Designed a New Clothing Line and It’s So Good We’re Freaking Out

Okay, it’s happening! Everybody stay calm! If you couldn’t already tell, we’re freaking out in the biggest way right now so, yeah, that meme from The Office is the only thing that captures our exact mood. As you may have seen through sneak peeks on social media or even read about on the site, we have some exciting news to share: Who What Wear Collection is finally here. After months of behind-the-scenes research, planning, designing, and teasing the launch, the line has officially arrived and we’re chomping at the bit to share all the juicy details with you.

So, what is Who What Wear Collection? I’m so glad you asked. It’s a curated edit of the best clothes that combine trend-minded design with keep-forever classics, intentional pricing, and quality that feels investment-worthy but doesn’t hit your wallet like one. And before you ask, yes, you can shop it exclusively on It’s dreamed up by our fashion editors, who, just like you, are always in search of the perfect thing. Our launch collection has been edited to a tee to include 27 pieces we’re fully backing, and nothing more.

Not only does it look good, but we also want it to feel even better. We want our brand to feel like, look like, and wear like an investment, which is why we’ve partnered with some of the same factories as luxury houses. Across the e-commerce site, you’ll see styles that are marked as locally made, plant-derived, and organic. From our perspective, putting care into our material sourcing translates into pieces that will stay in your wardrobe for many years to come. 

Now that we’ve gotten the details down, let’s dive into what you’re really here for: what the clothing actually looks like and how to shop it. Since the line was dreamed up by yours truly and named after our editors and staffers, we thought it only fitting to introduce it to you through the lens of our editorial team. Ahead, see Kat Collings in the Kat Dress, Erin Fitzpatrick in the Fitz Top, Anna LaPlaca (oh hey) in the Anna Bra, and, well, you get the gist. 

“Maybe the name of the dress gives it away, but this is my favorite piece in the collection. The best thing about it is that you get three looks in one. The bralette with scrunch straps isn’t attached, so you can wear that on it’s own with jeans, wear the black overlay dress on it’s own, or wear both together as shown here. It’s super roomy, and has pockets! It’s also sewn about ten miles from our Who What Wear office. What’s not to love?” — Kat Collings, editor in chief and creative director

“Things I love: flowy shorts, button-downs, neutral-but-cool prints, matching sets, comfortable clothes. Thing you need to know: this little outfit has all the aforementioned attributes and more. I kid you not, I’ve only worn it on zoom calls so far and have already received countless compliments, so I truly can not wait until I take it out into the real world. I also love how each piece looks when styled separately with basics too, so it’s like I got five-plus outfits out of this one set.” — Nicole Eshaghpour, senior market editor

“Abstract prints are a really smart way to break up monotony within a closet full of basics. This top does just that. It has almost a swirl-marble effect that although stands out, feels subtle enough to mix with any type of bottoms. You can either style it buttoned up or left open with a simple white tank or crop top for the summer. Pairing them with the gorgeous plisse pants really takes both pieces to a whole other level. The Paulina pants are like fancy pajamas—super comfortable yet elevated that they can work for a variety of fancier occasions.” — Indya Brown, market editor

“This is my new favorite little black dress, hands down. The plissé fabric makes it infinitely more special than your average LBD, and the cut-outs are perfectly placed. I got tons of compliments when I wore it. I predict it’s going to be a bestseller. Bonus: It’s bra-friendly and machine washable.” — Allyson Payer, senior editor

“This knit set is pure luxury and wearing it is simply a treat. I naïvely used to think that all knits were made equally but this duo proves that wrong. It’s buttery soft and just thick enough to have a sumptuous weighty feel to it, which just so happens to make the bra surprisingly supportive. While the set is soft and forgiving enough to be a stay-at-home mainstay, I actually might prefer it more as a layering piece underneath button-downs and oversize blazers (and of course its partner-in-crime the Judith Puff Cardigan). It just has a magical way of elevating anything and everything you wear it with and isn’t that all you ever want in a closet staple?” — Anna LaPlaca, editor

“This dress feels amazing and looks even better. I am always on the hunt for the perfect LBD and this one really takes the cake. It is comfortable, versatile, and although it’s relatively simple, is somehow a huge conversation starter. The neckline dips down just far enough to make a statement while still being extremely bra-friendly. The little scrunch belt adds an expensive-looking detail that honestly makes the dress (in my humble opinion) but it’s also removable should you have a belt of your own at home you want to jazz it up with. Whether you wear this dress with flat sandals or a more formal stiletto, it is guaranteed to become one of the most beloved pieces in your wardrobe, I promise.” — Lauren Eggersten, editorial director

“I may be partial to the Sarah dress because it’s named after me, but I can truthfully say that it is my favorite piece from the collection. It’s just so easy, comfortable, chic, and versatile—basically everything I look for when I shop. I mean, what more can you ask for? There are so many ways you can wear it—in the daytime with sneakers and at night with heels and some statement jewelry. You could even pair it with tights when it gets colder. Also, did I mention that it has pockets? Why yes, yes it does. I love that I can stash my phone, keys, and lipstick in them. Seriously, it’s the easiest and chicest dress you’ll ever meet that you can wear to just about anything.” — Sarah Yang, managing editor, The/Thirty

“I’m always on the hunt for elevated basics I can wear again and again—and this tank is simply perfection. It has a knit material that makes it feel more polished than your average tank top and a square-neck silhouette that feels cool and directional. I’m pairing it with everything from a crinkled skirt to jeans and a leather blazer, but the styling options are seriously endless.” — Kristen Nichols, senior editor

“I love how this dress combines a super classic black-and-white color combo with a very on-trend cutout detail. The square neckline and the A-line shape are so flattering. I styled it with my go-to black Mary Jane flats by Dôen to stay in line with the color palette.” — Erin Fitzpatrick, senior news editor

“Ask any editor you know, and they’ll most likely agree that no summer wardrobe is complete without at least one white linen dress. Now, where you get that staple is up to you, but let me tell you that as someone who owns an arsenal of white dresses, our Who What Wear Collection’s Cristina dress won a spot in the rotation. I love this dress because while it may seem like a simple white dress, the beautiful ruched spaghetti straps and bodice add a unique touch to the staple. In addition to the chic details, the fabric is super-lightweight and is plant-derived, so not only is it better for. the planet, but it’s the best option for those intolerable summer heatwaves. Possibly the best thing about this dress, though, is how easy it is actually to wear, as I’ve found myself wearing it non-stop; it truly is the perfect summertime dress. My only recommendation is that if you’re like me and you’re bustier (above DD+), you may want to size up; I was able to fit into this dress perfectly, but there are still moments where I worry about the buttons.” — Jasmine Fox-Suliaman, audience engagement editor

“This plissé set is one that I’ve been dreaming about. It looks and feels luxe to the touch, but also somehow feels like you’re wearing pajamas, which is what everyone wants, no? I’ve already worn this in four different ways and can imagine 10 more at the top of my head right now.” — Yusra Siddiqui, assistant market editor

“Every time I wear this striking blue plissé set I get endless compliments. (And I definitely can’t complain about that!). The color is stunning and it looks incredibly luxurious. I love wearing the set together but it’s also really easy to style as separates. Pair with gold jewelry to finish the look.” — Judith Jones, senior market editor

“Is there anything better than a satin dress? When that said satin dress is named after you, it does indeed get better. Not to be completely biased, but this Jasmine dress is so damn cute. First off, the fabric, which happens to be deadstock fabric, feels as soft as a puppy. And the fit? No complaints, as it’s not too tight around the bust and flares right out, so there’s no struggle with getting it around the hips. But what I really love most about this dress besides the fit and my own stroked ego is how truly versatile this piece is: it’s truly that dress. It can be worn for date night with a cute kitten heel and bold earrings; it can worn to the office with a blazer and heels, it can be worn to the farmer’s market with sneakers and tote bag, or even in the fall with knee-high boots and a trench coat. There are so many styling possibilities with this dress, which is why it’s one of the best pieces from the collection.” — Fox-Suliaman

“I’m obsessed with the swirl print on this dress—it’s so pretty and cool. It’s a dress that you could get away with wearing to the office (when that’s a thing again) or to a date. It’s that versatile, and it’s very photogenic. Aside from the print, the seaming on the dress is so interesting and makes it look really expensive. The fabric is really nice as well, and miraculously doesn’t wrinkle.” — Payer

“The Indya dress is one of my favorite pieces from Who What Wear Collection (especially as it has seen me through the growth of my baby bump!). Not only is the stretch knit dress super comfortable, but the silhouette is also simple yet striking and it fits like a dream. It’s so easy to dress up or down with the right accessories and shoes. If you’re looking for a great LBD this season, I highly recommend it!” — Jones

“This swirl print gives me life. It is simultaneously cool, yet not overly trendy (ahem, checkerboard print). Interesting, yet easy to wear. I love the contrast of the more tailored vacation shirt looks with the prettiness of the slip skirt. It’s a perfectly balanced outfit if you will. My hot styling tip is to only button a few buttons at the bust and wear a belly chain around your waist that can peek through.” — Collings

“I’m a huge denim person so I’m always looking for cute tops to throw on with jeans. This shirt is right up my alley because it’s easy to wear but has special details in the form of ruching around the neckline. I alternate between wearing it with layered necklaces or statement earrings (but not both because I’m more of a minimalist!).” — Fitzpatrick

“I’d say 85% of my closet is filled with basics—I can never have enough, so this piece really speaks to me. I’ve been searching for the perfect goes-with-everything short-sleeved bodysuit for a while now, and this one finally satisfies. The material feels extremely high-quality and has enough stretch to feel comfortable but not so much that it loses its shape after only three wears. I’ve been wearing it a couple of times a week, and love how easy it is to dress it up with a skirt or leather pants or down with jeans or even cutoffs. It’s a dream, and I need one in every color.” — Erin Jahns, senior beauty editor

Considering we’ll be dropping new pieces each month, I think you’re going to want to tune in. Get updates on our Instagram @whowhatwearcollection and by signing up for our texts and newsletter