We’re pleased to welcome WhatWhenAndNow.com who will be breaking down the key looks of the season to produce a Buyers Guide. The Buyers Guide will assist visiting buyers and fashion editors to home in on the key pieces, labels and stories of the season. The Buyers Guide will be on display and available at the August 2008 edition of Margin London.

Conceptualised by Mickey Shariff, with Fatsarazzi as Creative Director, What When & Now (WW&N) is an online service that has the inside track on what’s hitting the street and happening on high fashion’s continuously evolving horizon.

Described by those in the know as “a credible WGSN”, the team at WW&N realise that by the time a “look” has got to the catwalk, it’s already happened somewhere else. Whereas some trend services look to the international runways for inspiration, WW&N are at the forefront of research and realise the place to itemise future style directions is the heartbeat of a city’s clubs, events, galleries, exhibitions, and parties.

What separates WW&N from other “trendologists” or style websites is their keen eye and uncanny ability to edit what they see on the fly, and only photograph the looks that matter and point to the future; this is no scattergun approach, this is a proven and successful instinct honed over years of exposure to the best of the best, as well as the experience that comes with having worked with leading brands and blogs.

WhatWhenAndNow.co.uk marries the best attributes of bloggers & coolhunters, and consultants and corporate forecasters to create a new niche, and are not afraid to speak their minds or call it like they see it. Their honest and forthright opinion is rare and sought-after, and can be accessed through their public access Daily News Blog Talk, which is free with no censorship or advertorial, and through print as regular contributors to titles such as Drapers, the UK trade magazine.
www.WhatWhenAndNow.com