Dive Brief:
- TFashion site Who What Wear announced it has received $8 million in venture financing from investors that include Amazon.
- With beauty site Byrdie and lifestyle site MyDomaine, Who What Wear is one of three content-rich, shoppable sites operated by Clique Inc.
- Bertelsmann Digital Media Investments, Greycroft, Lerer Hippeau Ventures, Advancit Capital, Mesa Ventures, and Double M Partners also participated in the funding round.
Dive Insight:
Who What Wear, a fashion site offering native content that users can shop instantly, has attracted new Series B financing from several investors, including Amazon. Seeking inroads into fashion and apparel, the e-commerce leader may be interested in Who What Wear’s curated content; it has also recently opened a large fashion photography studio in London and sponsored Men’s Fashion Week in New York.
The $8 million will be dedicated to increasing shoppable content at the sites and expand into additional Western markets. Founded by alums of ELLE magazine, Who What Wear and its sister sites may look at launching e-commerce portals that are more product than prose soon.