"Five years ago we started with one story a day, thinking that our business was going to be primarily newsletter-based," said creative director Power. "After realizing that we also have a large audience that wants to peruse the site on a daily basis, we knew we had to give them more. It wasn't until now that we've had the man-power to really ramp up our content in the right way."
To help in the process, WhoWhatWear brought in some muscle in the form of stylist, and friend of Power and Kerr, Rachel Zoe. Zoe will be the featured stylist on the site's "Ask a Stylist" section -- an extension of her "Ask Rachel" column on The Zoe Report.
"It was important to us that Rachel kick off the series because our readers love and trust her, and because we have such a symbiotic relationship with her and her team," said Power. "I am so grateful that she made time in her very busy schedule to answer our readers questions - and believe me, she does go through each one herself and carefully provides the sage advice you'll see throughout the AAS section."
The "Ask a Stylist" series, which was already in place on the site but has gained new life thanks to the collaboration, will continue with Zoe for six months, at which point other top celebrity stylists are lined up to succeed her for the same amount of time.
The new site also sees the birth of WhoWhatWear Beauty and Clicque by WhoWhatWear, the company's new shopping tool. Clique will give readers access to discounts, exclusive products and web only deals curated by the site's editors.