WhoWhatWear turns into a household name.
Tapping into a network of celebrity friends and style influencers, former Elle staffers Katherine Power and Hillary Kerr, who founded L.A. fashion site WhoWhatWear in 2007, are going live this spring with Domaine Home. With the help of editor-at-large Estee Stanley, the interiors site is populated with dozens of private home tours—think gallerist Maggie Kayne, designer Katie Nehra, jewelry designer Aurélie Bidermann—plus products, dinner recipes and curated content from outside bloggers. “Jessica Alba’s house was our first shoot. She decorated it herself, mostly with vintage furnishin-gs she found on places like Craigslist,” says Power. Kerr explains, “It’s WWW’s decor-minded big sister”—and the coolest girl next door. domainehome.com.
Written and edited by Kelsey McKinnon.