Who What Wear, Future’s leading digital fashion and beauty destination, today announced the launch of Who What Wear Parents, a new style-focused parenting vertical. The launch is fronted by Who What Wear‘s first-ever digital Parents Issue, featuring actress Justine Lupe as the October cover star.
Who What Wear Parents offers a curated, style-focused approach to parenting, taking the guesswork out of every purchase, from pregnancy essentials to school-aged kid gear and everything in between. This strategic expansion is a natural evolution for the brand, aligning with the changing lives of its audience and their growing interest in parenting-oriented content.
As part of the launch, Who What Wear also unveiled The Mother Board, a trusted board of advisors made up of influential voices in style and parenting, including Who What Wear’s discerning mom and dad editors and seasoned contributors. Handpicked for their eye for style, real-world parenting insight, and commitment to making smart, stylish shopping easier, The Mother Board will contribute product curation and content for the new vertical.
“Many of our readers are now shopping for the little ones in their lives and their content interests have expanded,” said Kat Collings, Editor in Chief of Who What Wear. “We’re excited to provide the same style-minded, in-the-know content they love, now tailored for the world of parenting. Think of it as being welcomed into a shopping-savvy group chat with the coolest parents on the planet.”
“Modern parenthood is multidimensional, and so is our audience,” said Elizabeth Bagdasarian, SVP, Commercial at Future. “This launch represents a seamless evolution of how we serve our readers: from our Gen Z ‘Girls of Summer’ franchise to this new era of chic parenthood, we’re meeting them at every stage. Our audience trusts us for style, inspiration, and expertise, and now we’re expanding that commitment to ensure both our content and advertising partners continue to be relevant and resonant to their needs.”
The new Who What Wear Parents vertical and its debut issue are live now at WhoWhatWear.com.