WhoWhatWear and Byrdie bring their shoppable platforms to the UK

Pioneering media and e-commcere group Clique Media is bringing its shoppable fashion and beauty platforms, WhoWhatWear and Byrdie, to the UK.

Both sites will feature dedicated content for the UK market, along with a curated feed of stories from the global platforms. The sites are editorially led and data driven with content drawn from contributors globally.

Former Grazia news and features editor Hannah Almassi has been appointed editorial director of WhoWhatWear while Amy Lawrenson, formerly beauty & fitness editor at Women’s Health, takes on the same role at Byrdie.

Clique was founded by former fashion editors and writers Hillary Kerr and Katherine Power. They launched WhoWhatWear in 2006, followed by Byrdie in 2013. The group owns home décor platform MyDomaine.com  and founded the Clique Influencer Network, which counts 33m followers.

Its audience its largely female with 88% of users in the 18-49 year age group and its online properties boast more than 12m visitors per month.

The news comes just as the lifestyle platform “millennials” (roughly 20-25 year-olds) Refinery 29 announced the line-up of its new UK team.