US publishing company Clique Media Group has announced that digital style destination WhoWhatWear and its sister brand Byrdie, which is dedicated to beauty, will launch tomorrow (24 November) as a new UK-specific site. The newly-appointed WhoWhatWear UK editorial team, led by former Grazia editor Hannah Almassi as editorial director, will be working with local designers, brands and influencers to create dedicated content for the UK market alongside curated stories from the global site. Byrdie's UK team is being led by editor Amy Lawrenson, who joins the brand from Women's Health, and prior to that, ELLE. The platforms are 'data-driven, but editorially-led' - distilling trends and making them both accessible and 100% shoppable. The platforms are owned by Clique Media Group (along with MyDomaine) founded by former ELLE editors Katherine Power and Hilary Kerr in 2006. The announcement coincides with the news that traffic to CMG sites has grown 500% in the past two years.

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WhoWhatWear (UK) in 'e-zines'
Byrdie in 'e-zines'