Who What Wear Celebrates 20th Anniversary
The digital fashion brand marked two decades with a star-studded gala at the historic Chateau Marmont in Hollywood.
Updated on Oct. 16, 2026 in Fashion
Who What Wear commemorated its 20th anniversary with an exclusive event held at the Chateau Marmont in Los Angeles. The celebration coincided with the launch of a new print anniversary issue starring Iris Law and Whitney Peak.
Why it matters
The milestone underscores the brand's evolution into a major digital publishing force since its founding. It highlights its continued influence in the fashion media landscape under its current ownership.
Founded in 2006, the publication celebrated two decades of content production. The milestone event featured a custom espresso martini bar and cake service at 9 p.m.
The players
Who What Wear
A prominent digital fashion media brand that provides trends, shopping advice, and industry news to a global audience.
Future
A global multi-platform media company that owns and operates a diverse portfolio of brands across various enthusiast verticals.
Iris Law
A well-known model and actress who has gained recognition for her work in high-fashion campaigns and editorial features.
Whitney Peak
An actress known for her lead roles in popular streaming series and her status as a global ambassador for luxury fashion houses.
The details
Guests at the Hollywood venue navigated a black-and-white checkered hallway adorned with silver balloons to reach the party. A hotel room was repurposed as an immersive photo space featuring the new print edition.
Timeline
Who What Wear was founded in 2006.
Future acquired the publication in 2022.
The 20th anniversary party took place on October 15, 2026.
Culture Shift
This celebration reflects a broader trend of digital-first media companies using high-end print issues to establish brand legacy and cultural authority. It mirrors the industry shift toward integrating physical experiential marketing with digital content to maintain luxury relevance.
Fashion enthusiasts in Los Angeles may see increased pop-up style experiences or brand collaborations inspired by the anniversary aesthetic. Readers can expect the new print issue to be available through the publication's established distribution channels.
The takeaway
The event serves as a reminder of how digital brands can successfully pivot toward physical media to cement their cultural status. Fans looking to follow the publication's growth can keep an eye on future print collaborations and industry event appearances.
Further reading
Explore the latest style trends and industry news on the Fashion section of our site.
Source note: This article includes information reported by WWD.
