Who What Wear

Jun 2026

For the Who What Wear Summer 2026 cover, the editorial team masterfully captures the essence of a sun-soaked getaway, blending high-end fashion with a relaxed, vacation-ready sensibility. Photographer Agata Serge leans into a crisp, editorial aesthetic, utilizing natural light to elevate each frame against a vivid coastal backdrop. The imagery feels simultaneously aspirational and grounded, balancing the structured luxury of plaid motifs and textured leather with the carefree spirit of summer. Stylist Lauren Eggertsen curates an eclectic wardrobe that oscillates between bold, saturated statement pieces and relaxed beach staples, creating a cohesive visual narrative that bridges the gap between commercial appeal and elevated luxury fashion. Central to the campaign, Lila Moss delivers a poised, confident performance as the cover star, her direct gaze anchoring the vibrant compositions. With meticulous hair styling by Jake Gallagher and polished makeup artistry from Leah Darcy, the look remains refined despite the rugged, sun-drenched settings. The shoot employs classic editorial techniques, emphasizing sharp, clean lines and high-contrast color palettes that pop against the clear blue sky. By integrating lifestyle elements with formal fashion photography, the project successfully defines the seasonal zeitgeist, positioning Who What Wear at the intersection of prestige fashion and accessible, modern style for the summer ahead.

Lifestyle, Editorial

Natural light

Luxury Fashion Houses, Fashion