Clique Media Group, the content company that owns Who What Wear, announced in October that it was making a serious jump from content to commerce by partnering with Target to produce a monthly collection inspired by street style trends. The design is spearheaded by the website's founders Katherine Power and Hillary Kerr and will be informed by their readers' feedback and affiliate link shopping activity.
The first image of the collection's campaign was just released, and it stars bloggers Lily Kwong, Zanita Whittington and Gala Gonzalez wearing some of the versatile, trendy pieces that will hit 800 Target stores and online on Jan. 31, including a sleeveless coat, leather jacket, floral pencil skirt, a striped mariner shirt, platform sandals and more.
The campaign looks like an image Who What Wear would feature on its site — sidewalk background, perfect lighting, candid-esque moment — and each piece retails for under $50 and comes in sizes 2 to 26. Despite the controversy over Target's decision to only sell plus sizes of its Lily Pulitzer collection online, the same will be true for the Who What Wear collection.
UPDATE: Browse the full lookbook from the Who What Wear collection for Target below.