Who What Wear Partners with Secret for New York Fashion Week

The bloggers who founded Who What Wear have partnered with Secret for a fashion show at New York Fashion week. The Who What Wear Runway show, created with Secret Deodorant,  will take place at Skylight Modern on February 8 starting at 7:30 p.m EST.  The show will be live streamed via YouTube Live so that everyone can get a glimpse of the runway show.

The Fall 2016  Who What Wear Collection at Target

Personally, I’m surprised that Who What Wear didn’t partner with Target for their live runway show, but perhaps by not partnering with Target they have more latitude to show more than their designer-inspired apparel and shoes that they produce for the discount retailers.

“We’re beyond thrilled to bring our digital brand to life during NYFW,” said Katherine Power, co-founder and CEO of Clique Media Group (the parent company of Who What Wear). “My co-founder, Hillary Kerr, and I started Who What Wear with the thesis of making fashion trends accessible for all and immediately shoppable. With this fashion show, we’ve been able to bring our brand sensibilities to life in an impactful way with our partner, Secret, a brand that also feels passionate about helping women feel confident and free to wear the looks they love.”

According to our spies,  the show will be a selection Who What Wear’s favorite trends and brands for spring, modeled by top influencers and bloggers in the industry, including Chriselle Lim, Larsen Thompson, and more.

As Topshop, Burberry and other brand have down, this show will offer consumer to buy the outfits from the runway, during and after the show via a custom digital shopping platform.

So what’s the tie in with Secret Deodorant?  Basically, it’s about staying cool, calm and collected and never breaking a sweat [ is that really possible at fashion week? 🙂 ]

“We understand from our research that women may avoid certain colors, fabrics, or even outfits for fear of a sweat breakthrough. We want to make these fashion sacrifices a thing of the past,” said Janine Miletic, brand director for Secret Deodorant. “We’re partnering with Who What Wear to show women everywhere that they can trust their favorite on-trend looks to the superior protection of Secret’s Clinical Strength Collection. Together, we’re encouraging women to feel confident and free to wear whatever they want.”

Watch this space, we’ll provide details on the show next week during our New York Fashion Week coverage!