Future, a specialist media company, has announced the expansion of Future Collab, its proprietary creator-led initiative, into the UK market through two of its fashion and beauty brands, Marie Claire UK and Who What Wear UK.
Originally launched in September 2025, the publisher says Future Collab was designed to bring together the influence of today’s top digital creators with the credibility and authority of established media brands.
Since its debut, the program has scaled across multiple Future titles, including Marie Claire US, Who What Wear US, Homes & Gardens, Ideal Home, Kiplinger, PC Gamer, and GamesRadar+, demonstrating its flexibility across verticals spanning fashion, beauty, lifestyle, finance, gaming, and technology, Future continued.
Future has outlined the expansion details as follows:
- Who What Wear UK “Editors in Residence” - Launching as the official UK extension of the successful U.S. model, “Editors in Residence” embeds expert creators within Who What Wear UK’s editorial framework, blending creator-driven storytelling with the brand’s established voice and standards. Contributing editors upon launch include: Blanca Miro, Harriet Westmoreland, Chrissy Rutherford, Angie Smith, Chani Ra, Maximilian Hurd, Monica Ainley, Victoria Magrath, Monikh Dale, Rebecca Donaldson, and Sharmadean Reid.
- Marie Claire UK “Masters” - “Masters” brings leading voices across fashion, beauty, lifestyle and wellness directly into the Marie Claire UK ecosystem, contributing expert-led, deeply reputable perspectives that complement the brand’s editorial authority. Centered on style, power, and purpose, the collective spotlights the thinkers, tastemakers, and change-makers shaping the conversations that matter most today. Contributing editors upon launch include: Adam Reed, Lisa Eldridge, Dr Anjali Mahto, Keren Bartov, Dr Hazel Wallace, Krissy Cela, Emily English, Ashlea McKee, Desiree Henry, Lucy Siegle, Lisa Ing Marinelli, Leila Kashanipour, Marilyn Nwawulor-Kazemaks, Mariko Kuo, Susan Bender, Kelly Eastwood, and Tijan Mazour.
“‘Editors in Residence’ is an extension of Who What Wear UK’s well-established creator network, bringing new tastemakers, writers and style leaders into the fold,” said Jane McFarland, editor in chief of Who What Wear. “From interiors to opinion pieces, what’s next in fashion to the very best of beauty, our new roster of contributors will explore everything we know the WWW audience loves through their expert lens.”
“Marie Claire UK ‘Masters’ celebrates the people behind the ideas — the voices shaping how we think about style, identity, and influence,” said Lily Russo-Bah, fashion director of Marie Claire UK. “It champions individuality, shines a light on the incredible community of pioneers at the heart of Marie Claire, and reflects the many dimensions of modern success.”
Visit Who What Wear UK and Marie Claire UK to learn more.
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