Asos Magazine

NOV 2011

BEFORE SUNRISE

ASOS MEETS WHO WHAT WEAR

20 FABULOUS DRESSES TO SPARK A FACEBOOK FRENZY

What are you lusting after this season? Alexander Wang satchel!

What do you want to do before you die?

Travel round Europe with friends, eating my way through Italy.

Your Favourite era for beauty inspiration?

1920’s! I was born in the wrong era!

Best city you’ve ever been to? Rome, it’s so old, but everyone was dressed so fashionably.

What do you drink on a night out? Everything and anything, but mainly cocktails!

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Pick ‘a’ mix or popcorn? Salted popcorn!

What’s the most you’ve ever spent on an item of clothing that you’ve never worn?

My Christian Louboutin’s- £395!

What’s your dream date? Walking through the streets of Paris, with a romantic meal by the Eiffel Tower!

Most overused word or phrase? Lol, I really have to stop saying it so much!

What did you have for breakfast today?

Toast with marmite and butter.

NOV.2011

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Š Copyright and Design Rights Pentland Chaussures Ltd. 2010.

The Who, The What and The Wear Five years ago Katherine Power and Hillary Kerr, who are former editors at the worldwide magazine, ELLE, co-created the fashion website, Who What Wear. Today it has over 125,000 subscribers, a true fashion magazine that investigates the outfits worn by celebrities.

Power, a diehard fashionista, was the West Coast Editor of both ELLE and ELLEgirl where she scouted out the new lifestyle and fashion trends. Before her time at ELLE, Power was the Director of Promotions at Brent Bolthouse Productions, the most renowned special events company in Los Angeles.

Here she created brand awareness for clients via product placement and ensured that Brent Bolthouse’s nightclubs were packed with celebrities. It was on the set of the fashion reality programme, Project Runway in 2005 when both Power and Kerr met. She was a judge on the show whilst Kerr was writing a story for ELLE magazine. Prior to launching one of our favourite websites, Kerr was a Los Angeles based freelance writer. Writing for publications such as Teen Vogue and ELLE. Kerr spent some time at ELLE’s headquarters as the Associate Lifestyle Editor, where she covered travel, food and design for the publication.

So who influences this fashionable double act? Power has a ‘no nonsense demeanor’ and loves the sophistication of Carine Roitfeld, the former Editor-in-Chief of French Vogue, alongside the unique and edgy style of Alexa Chung. But it’s also the “original 90210 and classic 90’s style that inspires my closet,” Power tells Style Republic Magazine. On the other hand, Kerr has a more girly style, adoring Diane Kruger’s taste who is always on-trend! Kerr reveals to us that she’s influenced by the TV series, Mad Men, “Mad Men’s Joan (actress Christina Hendricks) inspires my wardrobe.” Both Power and Kerr believe that “every woman should have a little leather jacket, a pair of jeans that fits them perfectly, and an of-the-moment piece of jewellery,” Factio Magazine. Power and Kerr are very

beautiful women and neither of them wear layers of make-up, opting for the ‘less is more’ approach.

Their look is bright matte red lipstick worn with unfussy hair and a bare face.

At Who What Wear, the notorious duo work together on the development of the company and building the brand. Power designs the ‘look’ of the site, managing all of the celebrity partnerships, booking guest editors and shooting the new talent. Whilst, Kerr determines the voice of the site and is the ‘lead detective’. Beside their website, they have other projects

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in the works to help provide fashion assistance, and help us women style our own outfits and create our own looks. In 2009 they published their first book – ‘Who What Wear: A Celebrity And Runway Style For Real Life.’ In the book, the creators share their tricks of the trade, translating high fashion in an accessible way; gathering the very best of their tips and advice- with celebrity contributors such as Rachel Zoe, Nicole Richie and Rachel Bilson whom hand over their style secrets. The book gives readers the tools necessary to update their own personal styles with the latest runway and celebrity looks. You would’ve thought it would’ve been hard to translate their website into a book, but no- “we’ve accumulated to much ‘evergreen’ style information we simply had to share it,” says Power. The book enables them to go into great depth of everything they know about celebrity style. And it was only two years later, in March 2011, that Kerr and Power published yet another book providing fashion assistance for women, ‘What to Wear, Where: The How-To Handbook For Any Style.’ Their second book is on dressing for every situation, from going on a first date or to a daytime wedding. With 100 different suggestions and 50 different social occasions, and modelling their personal choices, you have plenty of inspiration for putting the perfect outfit together for any social occasion! If you don’t already know what to where to every event you can think of, you won’t feel like you’ve wasted your money on this one- it’s your go-to guide for wardrobe advice and inspiration!

NOV.2011

For example, if you covet the bag Laura Bailey was snapped with at the Mulberry S/S 12 show, but you can’t afford the real thing- this is where WWW makes it easier for you to shop. The people at WWW spend the time to find the alternative product at a lower cost.

They analyse celebrity wardrobes and have daily features such as ‘how they wear’ in which they examine celebrity outfits, red carpet paparazzi shots or ‘Girl of the month’.

Each month they choose a celebrity that is their ‘current crush’, and study their wardrobe choices and then create cheaper outfits in the style of that chosen celebrity.

‘Who What Wear: A Celebrity And Runway Style For Real Life.’

To coincide with their second book, they’ve designed a mini, inexpensive shoe line collection, Just Fabulous.

The brand is like a ‘shoe of the month club,’ where you pay $40 each month and they send you a pair of shoes that matches your style preferences. The collection is available to purchase through JustFab.com for only $39.39! This is great for us every days girls, making it easier for us to access the latest trends without the daunting price tag, which hovers over the designer labels.

Who What Wear capitalises on the growing influence that celebrities have on design houses, it is a fashion website catering to celebrity style. So it was in 2006 that the two entrepreneurs with $2,500 from their own savings co-founded the site. What is so great about WWW? Well, it enables girls in the middle of nowhere to have immediate access to what celebrities are wearing instead of waiting for the fashion magazines to print it. “That’s the goal of Who What Wear- to make celebrity and runway fashion accessible to everyone,” says Power.

The celebrity stylist, Rachel Zoe says that, “even if you don’t feel like you are one of the cool girls, they’re helping you look like the cool girls.” Rachel Zoe is one of the most renowned fashion stylists to the celebrities, fashion houses, magazine editors, beauty films and advertising agencies. She works with high-profile clients such as Keira Knightley, Cameron Diaz, Liv Taylor, Anne Hathaway and Kate Hudson. Unbelievably Zoe hasn’t received any formal fashion training, but at Who What Wear you can ask Zoe a question about a new trend or how to wear something via ‘Ask A Stylist.’ Ask a Stylist is an extension of The Zoe Report’s Q&A feature, Ask Rachel, and here she will answer your ‘burning fashion’ questions exclusively for Who What Wear readers.

The site only talks about what the celebrities are wearing, they don’t care about who anyone is dating or the gossip; only focusing on their personal style. WWW is a daily newsletter with over 125,000 subscribers, giving models, stylists and emerging designers a career boost. Emerging designer Erin Wassen credits the site when it featured her line last February allowing her to advance further and showcase her line at New York Fashion Week. “ They give younger designers like myself the opportunity to get my vision and my ideas out,” says Ms. Wassen.

Subscribers can even write in and ask on ‘What Was She Wearing,’ about an unidentified bag that you saw someone carrying in a magazine and they’ll let you know where to get it! It’s free to sign up to, only taking about 10 seconds- all you do is enter your email address!

Just Fabulous shoe collection

Rachel Zoe

Katherine Power

Katherine Power with Rachel Zoe at Baby2Baby Event

Hillary Kerr

Who What Wear is different from the average blogger; in terms of what they’ve produced - they’ve created what looks like a magazine. “It’s not you average blog template,” says Kerr. They go through thousands of pictures to put together a specific story a day, coming from an insiders point of view- unlike most bloggers who are on the outside looking in. There are similar sites like WWW out there, such as Perez Hilton’s CocoPerez. Perez brings the breaking news on fashion, celebrity style, models, designers and beauty, but he concentrates on more of the gossip side of fashion. Current articles that you can find on WWW include, Mad Men Costume Designer Janie Bryant talking about her series-inspired collection for Banana Republic and daily trend reports on the subject of plaid pieces, textured dresses and photo prints.

To find out who wore what when, visit www.whowhatwear.com

Katherine Power and Nicole Richie

Av a i l a b l e a t

2 0 1 1 FA L L / W I N T E R C O L L E C T I O N

E S T. 1 9 7 5 H U D S O N M A .

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NOV.2011

Available at ASOS

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NOV.2011

APP-SOLUTELY ASOS ASOS on the go – get your fingers on the fashion pulse

Download ASOS Magazine iPad for all the latest issues, as well as exclusive videos, interactive shopping and the heads-up on upcoming products. Pretty sweet, huh?

What you’re saying about the ASOS Magazine app… So loving the @ASOS magazine app on my iPad, brilliantly done! Great way to bring the fashions to life… thx : ) @MelodyMkupArt… Oh noes. @asos have an awesome iPad magazine app with clothes, features and videos! @atosha… The ASOS magazine is an excellent example of how to rock the iPad format @elliegphotophy…

SWIPE ’N’ SHOP Crashing on the sofa, or nodding off on the bus, you can still shop. Just download the new ASOS app to your iPad or iPhone.*

GO MOBILE A visit to ASOS.com on your phone’s web browser means you can buy that dress for that party, anytime, anywhere.

*Download the ASOS apps free from the App Store

available at asos

BEFORE

SUNRISE

Party girls could lose their way, but the backdrop doesn’t need to be boring

ASOS LEGGINGS £25 UU1630D; RIVER ISLAND SEQUIN TOP £45 UU23FHS; ASOS HEELS £30 UU45JPF

LEGGINGS AS SEEN AS BEFORE, TNF SILK TOP £30 UU1JFPL; OASIS LEATHER WASITCOAT £105 UU89DJKL2; KURT GEIGER LEOPARD BOOTS £210 UU8JPI5

ASOS BLACK DRESS £45 UUIPO4S; LEATHER JACKET VERO MODA £95 UU7GHF4

REISS DRESS £100 UU7DFGH; BOOTS AS SEEN BEFORE

ASOS LOVES S U N D AY S Timed sales every Sunday at 6pm, from now until Christmas.

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