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Who What WearAmazon has joined the investor list for Clique Media, the Los Angeles startup best known for fashion shopping site Who What Wear, according to Business Insider.

The e-commerce giant has been listed as one of the WWW’s “affiliates” — or businesses that pay to have products, posts or advertisements appear on the site — since at least January. Now Clique tells Business Insider that Amazon has participated in its most recent $8 million funding round, along with a number of other investors.

WWW, which was launched in 2006 by two former ELLE magazine editors, showcases fashion trends and icons, but more importantly links readers back to places where they can buy the clothes themselves.

Who What WearFor example, the site recently posted a photo of Gwyneth Paltrow, and then broke her outfit down by pointing to where you can buy what she was wearing.

As an affiliate, Amazon products are featured on the site. There have also been posts like “The Fashion Girl’s Guide to Shopping Amazon” and “It’s Amazon Prime Day! Shop the Sale That’s Bigger Than Black Friday.”

Investing in the company seems like the next logical step.

“We could not be happier to be working with them,” WWW CEO Katherine Power told Business Insider. “Their end goal is always making things easier for the consumer. That’s a goal we have, too, and we’re applying that across fashion, beauty, and lifestyle.”

Amazon is cozying up to the site at a time the company continues to struggle to break into the world of fashion. The company has long been known for its no-frills approach and razor thin margins, but around 2012 it started looking to get in on the higher-end apparel business as well.

Last year, the company even announced a 46,000-square-foot photo studio in London. Before that, it opened a similar studio for fashion shoots in New York.

“Fashion is one of the fastest growing businesses for Amazon across Europe and the creation of this new studio illustrates both our ambitions in this area and our dedication to providing a first class customer experience,” said Sergio Bucher, VP of Amazon Fashion EU, said in a release announcing the London studio last year.


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