Who What Wear, a Los Angeles, California-based shoppable fashion site, raised $8m in Series B funding round.
Backers included Amazon, Bertelsmann Digital Media Investments, Greycroft, Advancit Capital, Lerer Hippeau Ventures, Mesa Ventures, and Double M Partners.
The company will use the funds to expand the content business and grow in Europe and Australia.
Co-founded in 2006 by Hilary Kerr and Katherine Powers, Who What Wear is an online platform for premium, shoppable fashion and style content, following the best in celebrity fashion, entertainment, and popular culture. It is one of the platforms operated by Clique Media, which also owns MyDomaine (www.mydomaine.com), a lifestyle site that provides information in home décor and living, as well as Byrdie (www.byrdie.com), which features insight into the world of beauty secrets.