Editor's Letter

Credit: Sarah Schindler 

Credit: Pause

Autumn 2022

WOTC Magazine’s Fashion Issue

Features Oh Polly’s Founder

Claire Henderson

Phadria Prendergast

Fashion, as we once knew it, has changed. The role of digital media was now far more important than ever before, with designers, brands and companies constantly trying to find new ways of adjusting to a world where ‘regular people’ could become signed models, public figures and celebrities in an instant, and entire collections could be devoured with just a scroll down a social media timeline. Fashion’s continuous exchange was no longer limited to the elite, though still not as inclusive as we needed it to be.

In today’s ‘creator economy,’ social media influencers, content creators and bloggers largely set the tone for what’s hot and what’s not, as the tastemakers within the reigns of the multi-billion-pound industry. Every fashion-forward individual with a smartphone and somewhat of a platform now has the potential to jumpstart the next viral trend with just a quick video or photo of their outfit, thanks to platforms like TikTok and Instagram. Companies are now partnering with the right trendsetting creators and brand ambassadors, who are the new billboards, take this month’s cover girl Claire Henderson, founder of Oh Polly who made Love Island UK’s season 8 winner Ekin-Su Cülcüloğlu, the brand’s first-ever ambassador. I caught up with Claire after over a year of trying to pinpoint the perfect time to interview her. I instantly knew I had to make her a cover girl from the moment I heard her story back in 2020, whilst we were putting together our Power Issue. Read our chat, in her own words in the issue.

We saw another fantastic example of content creators being the biggest marketing tool for businesses in September as Kim Kardashian curated Dolce & Gabbana’s The Ciao Kim show in Milan reimagining the brand's most iconic looks from 1987 to 2007 for the vintage obsessed of today, and before that, we all witnessed the Kardashian-Barker wedding campaign in Portofino, Italy as the entire Kardashian and Barker clan donned Dolce and Gabbana pieces around the fishing village.  

PrettyLittleThing were namely one of the first conglomerates to spearhead the “bag a content creator as the ultimate marketing tool” movement, securing social media influencer turned businesswoman Molly-Mae Haque and long-time fashion icon Teyana Taylor as the company’s creative directors. Its founder Umar Kamani features in our 100 Fashion Wardrobes campaign. 

Also in the issue, we highlight the TV characters that shaped our style and changed how we saw fashion forever — think Fran Fine and Hilary Banks.  And, finally let’s talk finances as we let you in on all the secrets to monetising your wardrobe, the best business accounts and how to become a fashion writer. 

Enjoy!