32 Things to Shop Now, According to the Most Influential Fashion Newsletters

With newsletters appearing everywhere, from Substack to publications such as Puck and Marie Claire, there’s now a new direct line to writers, editors, and fashion insiders in your inbox. This is great news for someone like me who is constantly sliding into the DMs of the best dressed and most in-the-know fashion people, asking questions about items they’re wearing as well as their unfiltered thoughts on runway shows and big industry moments.

I’ve now entered my subscriber era, and my media diet has become very newsletter-heavy. Curious to hear more from the editors behind the leading fashion newsletters, I turned to the writers to hear about what inspired them to kick off their newsletters in the first place and asked them to share some of the top shopping picks they’re recommending to their readers. Ahead, get a closer look at the best fashion newsletters and the best shopping picks of 2024, according to the authors.

The Newsletter: Hi Everyone by Hillary Kerr

It just makes sense that Hillary Kerr has one of the best fashion newsletters out there. After all, she’s the co-founder of Who What Wear and started the company back in 2006 to reimagine how women shop online and has been doing that ever since. Now, with her newsletter Hi Everyone, she is doing that yet again. “I’ve always been that person who delighted in sharing my discoveries, whether that’s the book you need to order right now or the perfect coat that will make you feel like your best self, even if you’re having a garbage day,” explains Kerr. “While I love social media, it’s harder to do long-form storytelling there, so I thought it would be nice to have one place where I could share all of these recommendations.”

Each newsletter includes personally vetted recommendations, often test-driven by Kerr herself. “The majority of the stories I write focus on some element of shopping, with an emphasis on the personal curation and testing. People often reference my deep dives into wardrobe staples—like ‘I Tried on 23 Highly Recommended White T-Shirts. These 5 Are Worth Keeping’—as their favorites or the time I bought $1000 of key styles from Skims and then shared my favorites,” Kerr explains. She also ventures outside of the fashion space. “It’s also always fun to see slightly oddball stories really take flight. For example, I wrote a piece called ‘4 Wildly Easy Recipes That Changed My Life’ over two years ago, and I still get tagged every week when someone uses the roast chicken recipe I included or the world’s greatest, easiest, and most delicious pasta sauce,” she adds.

It’s voicey, well-researched, and, above all, great reporting. “I’m a reporter underneath it all,” she shares. “I think that the audience knows that I’m doing a ton of original research on the best items to try from a category before narrowing it down.”

The Newsletter: Line Sheet by Lauren Sherman

Line Sheet is a must-read newsletter with an insider’s view of the fashion industry written by the ultimate insider, Lauren Sherman—a former editor at Business of Fashion. “I’m probably unique in this crew, in that my newsletter is one small part of a much bigger, incredibly ambitious publication that covers wealth, power, and influence across the culture,” Sherman explains. “I started reading Puck almost as soon as it launched in 2021 and thought my reporting style and voice were a good match. Lucky for me, they thought so too.”

Each edition takes a look at breaking fashion industry news sprinkled with rumors, personal thoughts, and links worth clicking on. “I cover the industry from the inside, but in a way that people who claim to have zero interest in fashion still enjoy,” Sherman shares. “My readers are a mix of legitimate fashion insiders—CEOs, designers, marketers, editors—people who touch fashion but aren’t in it, and those who have nothing to do with it but find it irresistible. Some readers love the high-fashion intrigue. Some love the DTC drama. Others are just there, really, for my link roundup. It’s a lot of fun.”

As Puck describes it, “Lauren Sherman’s Line Sheet is like going to a great, gossipy dinner and then reading a gratifying piece of journalism.” It’s entertaining and wildly attention grabbing.

The Newsletter: Self Checkout by Nikki Ogunnaike

“My formative years in fashion were spent bouncing around from blog to blog, reading about people’s shopping habits and finding loads of outfit inspiration,” explains Marie Claire Editor in Chief Nikki Ogunnaike. “I missed the intimacy that was formed in those comment sections but realized after reading newsletters from people like Becky Malinsky and Laura Reilly that it’s just taken a new shape. I wanted to get in on the action and serve as a direct line between the MC audience and what my friends and I are all shopping and loving.” Now, Ogunnaike has brought that level of intimacy from the early blogging days back with her recently launched newsletter, Self Checkout.

Recent editions offer up the editor in chief’s unbiased opinions on internet-viral brands such as High Sport and &Daughter, highlight shopping picks from fashion insiders, and tap into the exact items Ogunnaike is endorsing. “Our newsletter audience is incredibly engaged!” she shares. “They also bookmark past sends and revisit when they’re ready to actually purchase things. I wrote a newsletter on the running gear I love back in the second week of December that’s still performing. It’s still new, but I’m finding that the audience loves luxury products and trusted recommendations from in-the-know sources.” With close to 20 years in the fashion industry, Ogunnaike certainly knows her stuff.

The Newsletter: Magasin by Laura Reilly

“When I started Magasin in 2021, there really wasn’t shopping content anywhere out there that addressed people like me,” explains Laura Reilly, a former editor at InStyle. “I came from the world of mainstream women’s media, and the commerce content I was producing didn’t look anything like the way I thought about fashion personally or how I bought things for myself.” That’s when the light bulb went off to begin her newsletter, Magasin. “It was a way for me to find my tribe as well as prove (to myself and others) that, actually, shopping content could be cool and smart and relevant,” she says.

In her newsletter, Reilly weighs in with hot takes about what is happening in fashion (such as Phoebe Philo’s launch) to curated shopping suggestions accompanied by in-store try-on selfies and styling ideas. “I’ve written before that the general interest area of Magasin is ‘new luxury’ paired with a sense of experimentation,” she says. “As a platform, it is more horizontal than top-down, in that readers bring their own fairly well-established tastes and understandings of the fashion space to the table. They don’t need to be told what to like or what to buy but are given access to an edit of information, should they find something that inspires them.”

The Newsletter: Uniform by Ali Pew

Former Goop Fashion Director Ali Pew is known for her style, which is minimal with a twist. “I like a look to have juxtapositions—like masculine and feminine, soft fabrics with heavy accessories, or a combination of different textures,” she says. Now, Pew is bringing her personal style and shopping recommendations to her newsletter Uniform, where smart wardrobe items are at the center. “I think the community is really excited about timeless items that have a lot of styling power—true investment pieces. They really value quality over quantity,” she explains.

Each newsletter takes on ways to build your uniform with Pew’s outfit mirror selfies alongside shopping suggestions and image references that blend runway looks from ’90s Hermès, ’00s Celine by Phoebe Philo, and 2022 Miu Miu. It’s like looking at a stylist’s mood board for a photo shoot, plus all of the archival fashion and market knowledge that go with that. “In my experience as a stylist and fashion editor, my favorite part has always been helping people get dressed and feeling their very best. I love finding wearable takes on runway trends and styling updates on classic pieces,” Pew shares. “Over the years, I have really honed in on the idea of uniform dressing and creating a wardrobe that you truly love and wear on repeat.”

The Newsletter: Habiter by Christina Holevas

“Habiter is a weekly peek into someone’s closet or sometimes into my closet”, explains stylist and former W magazine fashion editor Christina Holevas. “I ask people about the pieces in their wardrobe that work the hardest. What do they wear the most and why?” That means curated shopping finds from insiders such as Dorsey founder Meg Strachan, editor Maria Dueñas Jacobs, and model Imani Randolph. It’s raw with lo-fi selfie snaps and unfiltered opinions that make the recommendations feel very authentic.

“I am a proud outfit repeater, and I realized that so many of the stylish people around me (I’ve worked in fashion editorial for the last decade) repeat the same pieces or the same outfit formulas over and over again. I thought it could be interesting and potentially really useful to readers to explore this more,” Holevas shares. “So much of what we see on social media and in magazines is about new, new, new, but most people don’t really live or shop that way. It’s not practical! I wanted to explore the items that people are really leaning on and wearing on repeat.”

The Newsletter: Jane on Jeans by Jane Herman

Looking for jeans? Jane on Jeans by Jane Herman covers everything you need to know about what to buy in the denim department. “At the beginning of 2023, I found myself in serious need of new jeans. The pandemic’s relaxed, work-from-home way of dressing had created an industry shift toward baggier fits, and two pregnancies in four years had also fundamentally changed the shape of my body,” Herman shares. “Around this time, I started to sense a renewed interest in jeans coming from my friends, who were turning to me to help them find new pairs. (I used to have a website called JeanStories.com; jeans are my beat.) It seemed everyone, myself included, needed new jeans, and everyone, including me, wasn’t exactly sure where to start after three-plus years of COVID life. I have always loved helping people find jeans they’ll really live in, and a newsletter dedicated to doing that felt right to me.”

Jeans are more than a passing interest for Herman—she is the owner of the clothing brand The Only Jane, which produces denim pieces. She also grew up in L.A. selling jeans at her family’s Ron Herman stores, so she really knows her jeans. Herman gets down to the specifics of each pair with try-on photos, prices, fit, the size she’s wearing, and opinions (good or bad). “My readers wear denim and appreciate the level of detail I go into when I write about jeans,” she shares. “They go deep with me.” Whether you’re looking for the ultimate pair of baggy jeans or over-$1000 designer styles that are worth the investment (and the ones that definitely aren’t), Herman brings the expert point of view.