Fashion

This Little-Known Lingerie Brand Is Set for Cult Status

When did you start your business, and why did you set it up? Fruity Booty is a London-based lingerie and intimates label. Hattie and I launched it three years ago with the aim to redefine what was considered sexy in the lingerie space. We decided to create our own label to focus on celebrating the individuality of women and to produce a more creative, conscious and approachable underwear shopping experience for women.   How have stay-at-home orders affected your business? How have your priorities shifted?  As with most other small businesses, it has been a really scary and uncertain time. Initially, the most obvious effect from lockdown was on our supply chain. We faced massive delays and order cancellations, which was really frustrating, as we had been working on these...

The 9 Pieces Bringing Me Joy This Week

We created What to Buy Now to bring you a concise edit every Monday on the items we really love—from the high street, designer labels, vintage gems you can buy online and even charity-shop treasures. We’re constantly scanning the most stylish online stores so you can feel safe in the knowledge that you won’t miss a thing. We know that your fashion requirements can vary massively from season to season, whether you’re looking for an immaculately tailored staple, an affordable sundress or the perfect pair of shoes. So not only will we cover all the bases, but as ardent believers in mindful consumption, we’ll make sure everything we include will look just as fresh in a year’s time as it does now. Of course, we’ll also bring you those piec...

14 Redness-Reducing Products I Swear By Since Being Diagnosed With Rosacea

This year, I was diagnosed with two different types of rosacea. What does that mean? Even when I’m completely sensible with my diet, skincare, sleep—you name it—I’m always going to have a red face. Since making this discovery, I’ve made a conscious effort to share before-and-after makeup photos on my Instagram page as much as possible. I think we’ve become so desensitised to the airbrushed, filtered photos we see on a daily basis that it can be easy to think there’s something wrong if we see a little redness in the mirror. The reality, however, is that rosacea is a relatively common skin condition and you aren’t a martian from outer space if you have it. I’m not going to lie: Having redness in my skin is distracting and makes me feel self-conscious. And when you put yourself out there onli...

Survival of the Chicest: The Versatile Staples to Buy Now and Wear Forever

As an editor of a fashion website, I spend a lot of time reporting on new trends, new labels and new ways to wear things. However, sometimes you really never can beat a classic, and it’s arguably more important to build a wardrobe that you’ll love for years, if not decades. Thinking of the longevity of your purchases not only is a way to have a more sustainable approach to fashion but will also help you to carve out a style that is timeless and feels truly you. The idea of a capsule wardrobe created a real buzz around 2014 when a number of industry figures promoted a compact closet built of pieces that all perfectly match. There are some items that we think will always rise high above trends, making them the perfect pieces to invest in and add to your capsule (or not-...

Gigi and Bella Hadid’s Stylist on the 5 Items Everyone Should Own

If you’ve ever looked at Gigi and Bella Hadid and been flawed by the sisters’ impeccable style, let us introduce you to Mimi Cuttrell. Cuttrell is a New York–based stylist who has been working with the supermodel siblings for years and is also the woman who can be credited for many of their noteworthy looks. Aside from the Hadid sisters, Cuttrell has also worked with the likes of Lily-Rose Depp, Priyanka Chopra Jonas, Camila Coelho and more, which is quite the résumé, particularly given she is only 28. With a client list that reads like a who’s who of Hollywood It girls, Cuttrell is undeniably one of the world’s most sought-after stylists right now. As red carpets and events are largely on hold for the time being, we thought now would be as good ...

These Are the Only 3 Skincare Ingredients Experts Say We Actually Need

When it comes to shopping for skincare, it’s easy to become overwhelmed. First of all, the sheer amount of skincare products that all promise to do the same thing can make for difficult decisions. But before you even get to that stage, one of the most confusing things about shopping for skincare is trying to decipher exactly what sort of product your skin needs. We know that every person’s skin is different. It, therefore, makes sense that for years we have been told that each individual needs a different skincare routine. And for the most part, that’s not wrong. While varying skin characteristics mean that some people require different levels of active ingredients, experts warn that really every single person should have three basic skincare ingredients present in their ...

This Beauty Members Club Offers Some of the Best Affordable Products Around

To access the products, the idea is that members pay a small monthly fee, starting from £5, that allows them to shop at heavily discounted prices. If you don’t want to commit to a membership? You can still buy the products, just at a higher price. And I must admit, when it first launched, my thoughts were that it provided an interesting and niche business model but would likely only appeal to serious beauty buffs and have a relatively short lifespan. But boy was I wrong. Over three years later, Beauty Pie is going stronger than ever. With each new product launch, my love for the brand grows a little more. Take, for example, the best-selling Triple Hyaluronic Acid Peptide Serum, which even my non-industry friends swear by; the new Detox Shampoo, which uses activated charcoal and amino ...

We Asked an Expert How to Trim Your Own Fringe—You Can Thank Us Later

Step 1: Make sure your hair is freshly washed, and blow-dry your fringe how you usually like it to sit. Then comb the fringe forward and separate from the sides of the hair by either clipping them out of the way or tucking them behind your ears. Step 2: Split your fringe into three sections: one directly in the middle in line with your nose and one on either side. Step 3: Start with the centre section. Use the comb to lay all the hairs flat, and use fingers to set yourself a guide of what length you’d like the fringe to sit at. Once the length is established, use your scissors and use upward motions to snip into the hair below your fingers. Keep doing this until the hair has become very fine. Step 4: Once the centre has been snipped and the hair is fairly see-through at the ends, use the s...

I Just Found 2020’s It Summer Dress—and It’s High-Street

You know what we like a lot at Who What Wear? Dresses, that’s what. For regular readers, this will come as absolutely no surprise. Nothing, and especially right now when we all need a bit of escapism, brings us more joy than discovering gorgeous pieces to lift our spirits. While we’re being mindful of budgets, there are a few hero items we’ve spotted on the high street. Case in point: a green dress from COS. Yes, it might sound a little surprising and hardly a classic piece you’d have in your wardrobe, but honestly, it is. The frock in question is made of seersucker material, long with thick straps in a perfect pastel and fluoro green. It looks great by itself and over white tees. Oh, and it’s currently on sale. Keep scrolling to see how to style it, and then ...

These Flat Shoes Are So Pretty They Might Get You Out of Your Slippers

It’s official—flat shoes are cool, and I wear them around the clock. Not only are they more comfortable than any of the shoes I wore during my early twenties, but I also trip less. (Note: it’s imperative to pay attention when walking in five-inch stilettos and not get distracted looking at dogs.) And you know, I also feel much more stylish, too. Ballet, loafers, espadrilles, sandals, slingbacks—whatever your flavour of flat footwear is, I’ve found the chicest pairs out there. Scroll below to see the best flat shoes on offer right now. You Deserve to Make Money Even When you are looking for Dates Online. So we reimagined what a dating should be. It begins with giving you back power. Get to meet Beautiful people, chat and make money in the process. Earn rewards by...

21 Outfits I Have Really Loved This Week

While this certainly isn’t the way any of us expected spring 2020 to unfold, I take comfort in the fact that, together, we’re all making significant efforts to work from home where we are able to and remain indoors. But that doesn’t mean you need to succumb to wearing your pyjamas 24/7. I recommend you certainly make the most of it, but once you’re keen to start wearing proper clothes again, turn your attention back to this article.  I’ve been keeping a close eye on what some of my favourite influencers have been wearing while in their homes over the last week, and they’re dressing with the same chic aplomb I’ve come to expect—albeit sans shoes much of the time. And the best part is you likely already own the items you need to r...

30 Celebs and Fashion Girls Who Are Making Me Want to Chop Off All My Hair

When it comes to my hair, I tend to fluctuate between two lengths: just above my shoulder or just above my boobs (both technical terms). Yet there always comes a time with both lengths when I start to feel like I want to either chop it all off and start again or indulge my inner Rapunzel and grow it out super long. Right about now, I’m at the chopping-it-all-off stage, mainly down to the fact that I’m seeing cool, short hairstyles pretty much everywhere I look and I know I can’t get it right now. Yes, short hair is definitely trending, and I want in. However, unless I’m actually prepared to cut it myself (I’m not), for now, I think it’s best I simply garner some expert advice on potential styles. “Short hairstyles are on-trend at the mome...