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.
Hi Everyone by Hillary Kerr
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.”
Shop Hillary Kerr’s edit:
"Do I have at least five to 10 denim jackets in my closet? Yes. Did I need one more? Absolutely. There is something so solidly satisfying and amusingly fashion about a ludicrously capricious denim jacket. I bought this longline Khaite jacket earlier this winter, and it has given new life to all of my wardrobe staples. People literally stop me on the street to ask about it. Lots of brands are making different iterations of it, like The Row, Ganni, and even Gap has their take on the classic piece.”
"Of all the things in my closet, these heels are probably one of the things I wear the most, and I’m slowly trying to collect them in every material and colorway I can. As someone who favorites all-black outfits, they make even a simple slip skirt and a cashmere sweater look more elevated, polished, and purposeful. I can walk for miles in them, they never show any wear or tear, and you even see this style on the red carpet during award season. Truly a versatile queen. (If you know your size, you can always stalk them on The RealReal.)”
"As someone who truly has tried every cult-favorite T-shirt on the market, The Great’s simple cotton iteration is my favorite by a country mile. The founders, Emily Current and Meritt Elliott, have absolutely perfected this wardrobe essential, and I have them in multiple colors and sizes because you just can’t go wrong with them! I style them with everything from a super-dramatic ball-gown skirt for a gala to one of my staple silk skirts for work or throw it on over a maxi slip and style it with leopard loafers or moto boots on the weekend.”
"There’s lots of chatter about the leopard-print revival, but for some of us—and by that, I mean me—it never went away. The most popular animal print had more of a presence on the spring 2024 runways than usual, and those placements at key French luxury brands like Celine and Dior made my heart swoon. As always, the easiest way into a trend is through an accessory. I personally love a leopard loafer, but I’d never shy away from investing in a bag (Valentino makes one; Alaïa always has good options too), as this is something you can wear for the rest of your life.”
Line Sheet by Lauren Sherman
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.
Shop Lauren Sherman’s edit:
"I recommended this mascara in my newsletter when I was writing about Victoria Beckham’s business. I’m not a big eye-makeup person, but this is everything I’ve ever dreamed about in a mascara and never found before.”
"Everyone needs a tailored, fitted suit. You can find amazing Armani sets on The RealReal, but if you want to really go for it, go for Alaïa.”
"[It’s] great if you can find a pair of perfect-fitting vintage jeans, but if you can’t, these are it.”
"The shoe of the year is a classic black pump.”
"I get a million compliments on this necklace.”
Self Checkout by Nikki Ogunnaike
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.
Shop Nikki Ogunnaike’s edit:
"I am mildly obsessed with outerwear and love the idea of adding a fringed jacket from Kallmeyer into the mix.”
"This sweater kills two trendy birds with one stone: first, something chocolate brown—second, something from [the] incredible newsletter community–loved brand &Daughter.”
"I fell deeply in love with the Dries Van Noten S/S 24 collection when it hit the runway and have been counting down the days until it landed in stores. These pants are at the top of my wish list.”
"Chambray shirts are a key tool in my wardrobe—they’re great to layer, wear on their own, or even as a bathing suit cover-up. I’ll be adding this one from J.Crew to my closet ASAP.”
"Hands down one of the It bags of the season. The belt detail is what really takes it to another level.”
Magasin by Laura Reilly
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.”
Shop Laura Reilly’s edit:
"A hat that’s not a beanie or a baseball cap! Like this Gigi Burris one. I’m not usually in the trend-slinging business, but I’m excited to see hat-wearing picking up more this year since it opens the door to so many new overall looks to play with.”
"An Auralee tank. I wear mine both frontwards and backward all the time, depending on if I feel like wearing a plain white tank or something a bit more curious. The brand seems to be finally getting its due after a successful men’s-week show, so I expect to be hearing more about them and their great basics.”
"I bought a pair of these Rosie Sugden Cashmere Bed Socks and didn’t think much about them until I realized that they are far and away the best socks I’ve ever owned. I wear them around the house instead of slippers and then hop into loafers whenever I need to go somewhere. Is it gross to say I rewear them for days? They seem to stay clean for eons, no smells or excessive stretching out. They’re just the nicest feeling to gift your feet.”
"I wear my vintage Bottega Intrecciato hobo several times a week all throughout the year, making it one of the best investments I’ve ever made (I calculated the CPU in 2023 as being under $20, which will only go down).”
Uniform by Ali Pew
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.”
Shop Ali Pew’s edit:
"This biscuit-color leather shirt is a perfect update to a black leather button-down I have had for many years and still wear all the time.”
"I loved the new denim proportion that walked at Loewe’s spring 2024 shows. I always love when a classic silhouette is rethought.”
"I think this shape of bag is going to have a moment this year. I love the practicality of this size and the surprise detachable pouch on the inside.”
"Her Kick Pant has been 2023’s buzziest (and my go-to) pant. I’m calling the knits the essential purchase for 2024.”
"Knit polos have always been something I keep in regular rotation, but I love that they have been having such a moment lately. I love that this one buttons all the way down, and the quality of Attersee’s knits is unmatched.”
Habiter by Christina Holevas
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.”
Shop Christina Holevas’s edit:
"If I’m going to invest in anything, it’s usually outerwear. Thanks to Prada’s spring 2024 runway show, I’m very into field and utility jackets these days. This one from Toteme is just perfect.”
"I found these jeans on a recent trip to Copenhagen, and I wanted to buy five pairs on the spot. (I resisted.) These are my new go-tos. I like that they have a lower rise. The black wash definitely looks like it costs more than $70.”
"My friend Tyler has these sneakers in purple, and I wish we wore the same size so I could snatch them off his feet.”
"I love the fit on these pants—casual and cool but still polished. I could see myself wearing them again and again in any season.”
"I discovered this necklace on set last month—a model I was working with was wearing it. She wore hers on a leather cord, and I thought it was the chicest thing ever. Big Lemaire or The Row energy.”
Jane on Jeans by Jane Herman
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.
Shop Jane Herman’s edit:
"Substackers are crazy for this men’s jean—I’ve had multiple readers recommend it to me and seen many mentions of it in the chats. Women buy it two to three sizes up from their usual size (If you’re size 26 in women’s jeans, buy a 28 or 29 in the men’s Loose Crop). Trust me. It’s the hottest tip.”
"I have the green and white checked one, but honestly, how does one choose?!”
"I love this jacket under heavier winter coats and buttoned all the way up with vintage 501s. The fabric is super soft—like a heavy chambray—and the pockets fit all the things a mom really needs to carry (snacks!).”
"I discovered this line when I was in London last summer. Designer Anna Foster takes old jeans and reworks them into new silhouettes that are completely chic and not at all crafty looking. I have the Boyfriend. I want to get the Stovepipe next.”
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