Who What Wear gets funding from Amazon

Clique, the Los Angeles-based startup that holds the shoppable fashion site Who What Wear announced on Thursday that it raised $8 million dollars in venture funding from a number of investors which include Amazon.

The move comes after Amazon opened its biggest studio in Europe

The website, which attracts 3.8 million unique visitors each month, is an online fashion magazine that allows readers to find and shop clothes worn by celebrity icons. Founded in 2006 by former ELLE magazine editors, Hilary Kerr and Katherine Powers, all contents of the fashion site can be shopped.

The funding gathered by Clique will be used to grow the content business and expand Who What Wear into Europe and Australia. Amazon's participation in the founding round resulted in the listing of the company as one of the WWW's affiliates.

“We could not be happier to be working with them,” said Who What Wear's CEO Katherine Power to Business Insider. “Their end goal is always making things easier for the consumer. That’s a goal we have, too, and we’re applying that across fashion, beauty, and lifestyle.”

Amazon's move comes after the e-commerce giant opened its biggest fashion studio in Europe, in an effort to increase its fashion relevance in the e-commerce arena. 

Written by Barbara Santamaria

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