Who What Wear UK Appoints Jane McFarland Editor in Chief

Who What Wear UK announced on Wednesday that Jane McFarland has joined the publication as editor in chief. She will lead the Future Plc-owned digital magazine’s fashion and beauty content, and assumed her position on Tuesday.

In her new role, McFarland succeeded and will report to previous longtime editor-in-chief Hannah Almassi, who began a new position at Future Plc as managing director of women’s UK, responsible for overseeing Who What Wear UK and Marie Claire UK, last July. Since then, Almassi’s focus has been on content strategy, brand building and operational support.

McFarland and Almassi will be ramping up efforts on in-person brand activations, WhatsApp and Instagram broadcast channel communications, luxury fashion coverage and increased volume of dedicated digital issues, celebrity covers and long-form stories. Almassi will also be homing in on developing Who What Wear UK’s live shopping and social commerce strategies.

“I don’t think the old rules of digital — ‘create a piece of content and put it in 10 different places in exactly the same way’ — can really stand up anymore. There has to be a much more comprehensive and considered approach to every single thing that we do and how we put it into the world,” said Almassi.

McFarland joined Who What Wear UK from Grazia, where she had served as associate editor overseeing fashion and beauty content across print and digital since 2022. Previously, she occupied fashion roles at The Sunday Times, Matches and Net-a-porter.

McFarland’s first issue with Who What Wear UK will be a standalone beauty issue scheduled for release at the end of January.

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