Amazon invest in Who What Wear's $8 million fund

Amazon invest in Who What Wear's $8 million fund

Making shopping easier

Emulating the style of some of the red carpet’s best dressed continues to become more accessible thanks to Who What Wear landing new funding from Amazon and others…

Popular e-commerce fashion site, Who What Wear, has landed new investment from Amazon. The site is designed to help shoppers find looks seen on stylish celebrities, making the looks clickable and shoppable. 

Closing out a $8 million round of new funding, the tech giant is one of several investors, including Bertelsmann Digital Media Investments, to fund the Clique Media owned company.

"We could not be happier to be working with [Amazon]," Who What Wear CEO, Katherine Power, said. "Their end goal is always making things easier for the consumer. That's a goal we have, too, and we're applying that across fashion, beauty, and lifestyle." Power and Hillary Kerr co-founded Who What Wear in 2006 after working as editors for Elle.

"It stemmed from the idea that we were spending all of our time on the computer, getting all of this up-to-the-minute gossip news about celebrities, but no one was talking about the clothes they were wearing," Power continued. "Fashion magazines will tell you what people are wearing, but you can't shop a magazine."