Allure Media to bring Who What Wear to Australia

Sarah Homewood
By Sarah Homewood | 30 April 2015

Fairfax Media's Allure Media has announced a partnership with Los Angeles-based content and technology company Clique, which will see the media company license WhoWhatWear.com, Byrdie.com and MyDomaine.com in Australia.

Clique is the largest fashion publication on social media, with its brand Who What Wear having a substantial social following of its own. The site has 1.62 million Twitter followers, 926k followers on Instagram and 577k likes on Facebook.

Sydney based Allure Media CEO Jason Scott, said: “Allure Media has built its business partnering with world-class brands and we are excited to welcome Clique as our newest partner.”

“The sites will offer Australian women the international flavour they already enjoy, along with highly curated local content.”

WhoWhatWear.com was launched by two former Elle magazine editors, Katherine Power and Hillary Kerr, in 2006, and is located in Los Angeles.

“We are truly thrilled to partner with Allure Media to launch Australian versions of WhoWhatWear.com, Byrdie.com, and MyDomaine.com” said the publishing duo.

“This venue marks our first overseas expansion, and we are certain that Australia is the ideal place to begin. We’ve always appreciated our Australian readership tremendously, and look forward to producing unique, local content for this amazing audience.”

Allure Media partners with some of the world’s largest publishers to bring leading brands to Australia, including Popsugar, Business Insider, Gizmodo, Lifehacker and Kotaku. Together, they reach over eight million unique browsers a month.

WhoWhatWear.com.au, Byrdie.com.au and MyDomaineHome.com.au will launch in the second half of 2015 with a team of local editors.

Allure Media publisher Alison Rice will move into a group publisher role, overseeing the women’s lifestyle commercial opportunities within the business.

Scott will be speaking at Media Summit an AdNews event, on May 22, in the New World Old v World Selling session. He is joined by and esteemed panel discussing what is the future for media sales teams and agency traders? How do they stay relevant as brands drive more investment into managing customer experiences directly? Book tickets now.

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