Who What Wear Set to Expand

The fashion and beauty blog has hired its first fashion and beauty directors and plans to add a beauty spin-off.

WHO WHAT WEAR GETS LUCKY: Who What Wear, the online fashion and beauty magazine founded by former Elle staffers Katherine Power and Hillary Kerr, is bringing on some additional fashion muscle. Laurie Trott, formerly of Lucky Magazine, has joined the company as its first ever fashion director. She will oversee all fashion editorial content across Who What Wear’s platforms.

“I’ve loved contributing to the site and when they approached me about this opportunity, I didn’t have to think twice,” said Trott.

Who What Wear also recently appointed its first beauty director, Britt Aboutaleb, who formerly served as’s fashion news editor. Aboutaleb and Trott are the first of 25 new hires for the company as it expands over the next 8 months.

“We will be expanding’s daily fashion content, as well introducing new mobile and tablet content, and are also launching two new websites: one is a beauty spin-off and the other will be announced later this year,” said Power. “We have been waiting for the right time and team to expand our vision and brands and are so excited for what the future holds.”

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