It seems like these days there’s one  question on everyone's mind: “what is Gen Z buying?” After years of focusing on the millennial shopper the shift has become full on Gen Z, and as a Gen Zer myself I figured I would let you in on the 7 cool fashion brands that my group chat, TikTok for you page, and Instagram feed are totally clogged with. From brands that lean more on the parisian and romantic side, to super cool it girl brands these seven stand out amongst the rest. Let’s just say...

Straightforward enough, right? Here, you'll find 49 summer-ready finds to carry you through the season, all under $49 and, of course, all handpicked by yours truly. There is no need to thank me because, in all honesty, this endeavor felt more like "me" time than work. With seemingly more events and activities on the horizon than ever, I have suddenly found myself in need of more clothes and accessories than my budget is really built for, so affordability is key to making my sartorial dreams a...

I needed to talk to someone about some shopping finds that are on my radar, and when that’s the case, it's my duty to write a story about it. Specifically, I need to talk about J.Crew. We cover J.Crew quite a lot here at Who What Wear these days because it’s excellent and worthy of discussion, but I wanted to do a story about a few very special items that are part of its inventory right now.So, instead of the usual 30 or so items of note at J.Crew right now, I’m here to talk about just...

I'm a big proponent of making fewer but better purchases, and I take designer shopping very seriously (as one should when spending a significant amount of money). Whenever I'm considering something, the most important question I ask myself is if the item is something I'll want to wear years later. If the answer is no, I usually won't buy it and will try my best to expel it from my mind.Currently, most of the designer items on my mind are best classified as "pretty," and they're just too good ...