This week's update
What people are saving this week.
Every week the cover goes to the most-saved public find on whattowear.in: a place, a piece or a look someone loved enough to share.
See it in the app
Atlanta · Fall / Winter 2026 · City ambassador
Neutrals are really in right now. It's global, and it will probably move into winter.
His season's note, the looks he's styled, and the Atlanta boutiques he'd send a friend to.
Read his Atlanta editFeatured boutique · Atlanta
B.M. Franklin & Co.
Hats, made by hand · Buckhead Village
A hat-making studio that started in New York in 2014 and brought its craft to Buckhead Village. Classically trained milliners work in fine fur felt and hand-woven straw, so a hat can be shaped and finished for the person wearing it.
- Made for youCustom and ready-to-wear hats for men and women, with one-on-one fittings.
- Make it yoursA customisation bar for bands, trims and the finishing details.
- Keep it goingRepairs and renovations for the hat you already love.
What to wear when you visitCome as you are, with your hair the way you usually wear it. A good fitting starts with you.
The city edit
Dress the part, city by city.
Each city opens with its own edit in the app, refreshed every season. Six more cities are waiting inside.
The idea
Fashion is a beautiful way to arrive.
Every city dresses in its own way. The fabric that suits the humidity. The colours people reach for in winter. The market where a weaver still sells the cloth her family has made for generations. The tailor everyone from here knows and no guidebook mentions.
whattowear.in is a carefully curated guide to finding those things. Find the textile. Find the shop. Learn how people wear what they wear, and bring a little of it home.
Then share it. Plan your itinerary with friends and let them add the places they loved. Stay connected with the people you enjoyed along the way: the stylist who knew exactly what you needed, the shop owner who made you feel at home.
Keep your own sense of style, and elevate each other.
A note from us
Come along with us.
Hi, I'm Stephanie. I'm from Curaçao, I live in Atlanta, and my family is spread across four continents. My younger sister Mo and I are always arriving somewhere new.
Every time, it's the same questions. What do people wear here? Where do they shop? Who should we meet? The best answers never came from a search. They came from people: a stylist, a shop owner, a friend of a friend.
whattowear.in is how we're gathering those answers, and the people behind them. We'll share what we find as we go: the textiles, the shops, the outfits that worked and the ones that didn't.
Think of us as your first friends here. Request an invitation, and see the world with us.
Stef & Mo
Request an invitationCurated from the start
By invitation
Testers and contributors join through people who know the app.
City ambassadors
Stylists who know each city write its seasonal guidance and pick its shops.
Every pin reviewed
Public places are checked for quality and for being truly local before they appear.
Independent shops only
Boutiques and makers, never chains. Recommendations come from their customers.
A look inside
Atlanta, in the app.
Where it starts
In purple: the cities being built out in depth first, with local ambassadors and real pins.
How it works
Know before you land
Live weather where you're going, turned into what to wear today: a few pieces and a palette.
Find what's worth finding
Boutiques, makers, markets and textiles pinned by locals, each with a note on what people wear there.
Pack less, buy one good thing
A packing list from your dates and the forecast, pointing you to independent shops for the rest.
Share it with your circle
Share itineraries with friends, let them add their finds, and keep in touch with people you met.
Your travel log
Everywhere you've been, kept your way.
Every place you save, every look you loved and every find worth going back for lands in your own log. It's yours first. Keep it to yourself, or share the finds you want others to discover.
Private by choice
Anything you log stays private until you decide otherwise.
Public when you want
Share a find, and it can help someone dress for the same street.
Scroll by place
Flip between cities and relive each trip, one stop at a time.
My pins
Tap Private or Public to try it. Swipe for the next pin.
In 13 days
Fri 20 – Fri 27 Nov · 7 nights
Your packing list
Pack: oversized everything
Skip: worn or dirty shoes
Luggage Carry-on ideal
Seoul is easy on luggage: the metro is smooth and convenience stores sell almost anything you forget. Leave room for what you'll find in Dongdaemun.
Pack light going in. You'll come home with more.
Concierge picks · for your itinerary
Plan, move and go out
Plan the days. Pack the right bag.
Every trip gets a day-by-day plan and a packing list made for where you're going: the weather, the walking, and what people there actually wear. Tap a day, peek at a place, then switch to Pack.
Your days, planned
A day-by-day planner for your trip, with the countdown to departure and travel days marked. Add saved places to the morning, afternoon or evening, or start from a suggested plan.
Packed for the place
The right bag for the city, a packing list shaped by the forecast, and the pieces to leave at home.
Getting around
How each city moves: trains, buses, taxis and walking routes at a glance, so you know how to get from your hotel to the market before you land.
Local events
Fashion weeks, trunk shows, festivals and nights out, each with a note on what to wear. Add them to the right day, and see what people wore afterwards.
Never the big box. Always the independent shops, the makers and the local moments that bring people together.
Your city concierge
Every city has a concierge, and it's learning from the people who live there.
Ask what to wear to dinner tonight, where to find hand-woven cloth, or which neighbourhood to walk on a rainy afternoon. Each city's concierge answers in the voice of that place, drawing on what our ambassadors, local shops and the people who pin there have shared.
We're teaching them together. Every note a stylist writes, every place a local pins and every trip shared with friends helps each concierge understand its city a little better, and the people behind that knowledge stay credited for it. It's our way of exploring how technology can learn alongside us, carefully and in good company.
Join
Testing now, by invitation.
Travellers
Request an invitation to try the app on iPhone, or open it on any phone or laptop on the web.
Stylists and locals
Know how your city dresses? Become a city ambassador and help shape what visitors see.
Boutiques and makers
Independent and locally owned? Be among the first shops listed in your city.