You could see her pretty face on every magazines and walls in Paris for a lots of fashion campaigns: Léa is the It-girl/model of the moment and she is in the WHAT FOR fall winter 18 campaign of course. Let's meet this inspiring and modern girl!
You could see her pretty face on every magazines and walls in Paris for a lots of fashion campaigns: Léa is the It-girl/model of the moment and she is in the WHAT FOR fall winter 18 campaign of course. Let's meet this inspiring and modern girl!
Ci piacerebbe avere un'estate infinita per indossare i nostri sandali preferiti e bere cocktail sulla spiaggia per sempre !! Non preoccuparti, abbiamo creato per te la playlist perfetta per continuare questo dolce sogno ...
It's proud and free that the WHAT FOR girl runs the world, the WHAT FOR FREEDOM spirit in her, sure of her style! Let's discover this new collection which is totally rock, minimal and full of surprises...
Painter and designer living in Amsterdam, Mafe Maldonado is a globe trotter and a jack of all trades. Her arty and colored universe is everywhere on the WHAT FOR summer stores windows and we wanted to know more about this incredible woman...
Next to the official winter campaign, we also have made some shootings for our social networks. Festive and warm atmosphere, dream team for a street fashion shoot..we tell you everything here of course!
It's in a ravishing Parisian flower garden that we've presented the new WHAT FOR spring summer 19 collection to the french press. Plans for the evening: manucure studio, hand engraving workshop and shoes fittings of course...the perfect women summer night in a manner of speaking!
No, beach doesn't mean to wear some ugly flip flops.. .We want some style, some chicness and beauty...We want some WHAT FOR shoes! We've selected for you our favorite sandals and mules to be stylish at the beach this summer!
Rock boots, Boyish derbies, leather high boots...the fall must-have start to knock us out for this WHAT FOR all-winter 2018 campaign's shooting. Happiness and colors were there for this great fashion moment which we tell you everything in backstage right now.
Red and white, un colors duo we gonna like this summer! KAY GOD magazine chose our BOU mules and IGORA pumps in a falashy red version to match with a total white fresh look..love it!
Like every year, in France, the 21st of June is the music celebration everywhere in the streets! Let's jumps in your GLOIRE pop sandals and find the best place to dance and party all night long.
Red shoes? a must this season! In pumps or mules, the red is everywhere and gonna illuminate our summer. Lucy's magazine had a crush for our red models in a fashion editorial street and couture.
What's better, for a cool summer, to choose some chic and confortable shoes... the wedges of course! High but stable, feminine but practical, they have the strengths to be your summer favorite! let's see what we have for you in the WHAT FOR collection...
The Parisian WHAT FOR windows wear now their summer shades! Inspired by the French Riviera shoes collection, the primary colors clash and flash in this contemporary installation signed by the Colombian artist Mafe Maldonado.
Pastel pink and gold? It's the color duo which will win this summer! We love it on our ALANA sandals chosen by Lei magazine for a color-block pastel look.
we love strass and glitter in all seasons but even more for summer, when we can wear it with a silk light dress and beach waves... yes, summer will be glitter or won't be and we have the perfect shoes for that!
To avoid any fashion mistake, the black and white is always a good idea. Day version with a short dress and braided derbies or night version with a long dress and gingham sling back pumps, the black and white look in WHAT FOR is in the last issue of the Italian LEI magazine.
An elegant, comfortable and original look at the same time, is it possible? Yes! and Lucy's magazine has the solution: a pretty jumpsuit and a pair of flat red mules and it's all good!
it's a real "festival de Cannes" spirit with some black high heels pumps and a long sexy dress... our IDA shoes are under the spotlight in FEMINA magazine.
The sportswear chic style is celebrated in the new issue of the French BIBA magazine with our Marianne braided heels mules who smell like summer spirit
Rendez vous in Amsterdam, under a radiant sun, to see the artistic performance of the painter Mafe Maldonado organised by WHAT FOR and Hudson Bay store. We tell you everything here about this joyfull and colorfull moment.
futuristic, original and sophisticated: the transparent shoe is THE total summer must-have. In mules or sandals version, we love this coolness to be chic in full transparency.
Timeless elegance of a black and white look is celebrated in the last issue of Madame Figaro with our Marinne sandals..a summer hit!
Like a colored travel into the heart of the Mediterranean sea...the WHAT FOR spring summer 18 collection is an ode to the feminine and chic French Riviera 60's style. Want to know everything about this trend? let's go in the backstages of our shooting in the South of France where it smells everyday like holidays..
Pumps and jumpsuit, it's the winner look seen in Elle magazine lately...we love it, especially when it's the "Constance" sling-back from the spring summer WHAT FOR collection!
This Spring, the Gingham trend is making a huge come-back. We fall for this vintage and sexy print that we all wanna wear for a good summer look. Mules or pumps? we have what you need to be pretty in gingham from head to toes!
Solar and inspired, Marie likes to shoot her everyday life to capture all the precious moments. Se proudly assumes her "slasher" way of life and she's happy in all the roles she's playing: journalist, muse, designer but also mode like she did for this sunny shooting in the streets of Paris with her WHAT FOR red babies...
Braided, glitter, flats or heels, the loafer can be worn in many different ways and for some of us it's a real passion! Playing on the feminity codes with a tomboy sexy style, this shoe is a real must in your dressing. What will be your favorite loafer in the WHAT FOR Spring-Summer shoes collection?
full of energy and deliciously retro, our new music playlist will match perfectly with your new red Mary-jane shoes: the Bene babies. Spring is here, com'on let's twist again!
Who said that you need to wear heels to be glamorous? The ultimate elegance also exists in flat version with pretty trendy mules. Let's see it with our flats mules selection which will be your best stylishes friends for this summer.
Seen on the Italian and Parisian bloggers, the WHAT FOR shoes caused a sensation during this last fashion week. Sock boots or nude slingback, the it shoes were on the street and in everyone spirit...let's have a look at it!
For a little bit of '80s nostalgia, you'll want to scoop up a pair of slingback shoes. Modern iterations like nude shades or vichy fabric and kitten heels give the slingback a fresh feel for next season. How to wear them? we give you here a few advices.
Aerial and distinguished, braided leather is THE material that we all wanna wear this Summer. At WHAT FOR we made it in derbies, mules or loafers to increase the pleasure to the max! what will be your favorite model?
No need to do too much to be stylish... some pretty pumps, a cool low-tempo playlist and here you are! The "minimal chic" trend is the WHAT FOR guest this Spring, to be perfectly elegant and smooth.
Practical but still chic, the WHAT FOR sneakers is back this season with a mix of fabrics, colors and prints totally original! "socks" sneakers, minimal ei black and white or couture with a jewel chain you gonna love them all...
Model and image consultant, Maryline is a young fashion Parisian with an ultra contemporary look. Even in Winter, she wears our EFFY sandals with style and gives us her tips to be elegant in every circumstances.
Crazy looks, after parties, fashion like a lifestyle...here comes the Fashion week baby! For this unique event in Paris, let's be ready to wear some sublime shoes to be as glamour as the models on the catwalk...
Trend of the Spring? The shoes with glamour accessories like flower embroidery or chain jewel.. Yes! we want some bling chic and stylish bohemian style to wake up our style with flats mules or preppy loafers. Let's have a look to those beautiful pieces on the new SS18 WHAT FOR collection in limited edition!
How to make it hot when it's freezing outside? Easy! Seat down on the sofa, wear your red passion sexy pumps and listen to our new "love songs" playlist, perfect to be ready for Valentine's day!
Journalist, cinema-lover, globe trotter, best Parisian spots dealer... hard to sum-up all the assets and passions of Stéphanie Chermont, our WHAT FOR girl of the month. This Parisian born, sublime in her IDA black silk ribbons pumps, gave us an interview to talk about her wonderful energy and share her best tips... perfect to bring back the smile on everybody's face!
A shoe indispensable at every season? The boots for sure! Let's have them in a variety of colors from pop red to minimal nude, from soft fabric like nubuck to sexy leather... It's easy to boots your look with some trendy boots! Let's have an eye on the new WHAT FOR boots for this next Spring...
The cold and rainy January makes you moody? don't worry, we have two good reasons to make you happy again: the sales are still on and the new WHAT FOR spring summer collection has arrived in stores with a twirl of colors and a lovely "french riviera" ambiance... let's go on a fashion trip!
After Christmas, here comes an other great moment of the year: Winter sales! The best occasion to find must-have at best prices! Let's be on the starting blocks and follow our tips for a perfect shopping day...
What's new in 2018? Let's take some good resolutions for this new year: stay cool, chic and glamour in every situations... How to do it? we have the solution: choose the pumps and boots from the WHAT FOR 2018 new collection and listen to our "happy 2018" new music playlist!
Sales are coming and it's time to make a list with all the pieces you don't want to miss this season! Let's see what were the big crushes of our favorite bloggers this winter...
Musician & actress , Calypso Valois is stunning at every level. Daughter of the 80's icons Eli & Jacno, godchild of the famous singer Etienne Daho, actress for Michel Gondry, colleague of Yan Wagner, she knows how to surround herself with the good team and become the new French pop sensation... Let's meet this inspiring and inspired girl who lives her life at full tilt...
Want to be radiant for Christmas? Why not choose The trend of this winter: red shoes! Apart from matching with Santa Claus, you'll bring some glamour to your party look! Come on let's have a look on the red must-have of the season...
Need some sun, heat, waves who shine in the horizon? We can give you that with our new WHAT FOR spring summer 2018 collection! Let's go in the backstages of the shooting of this fabulous collection inspired by the French Riviera 60's style...
Not easy to wait till' Christmas to see if Santa didn't forget your WHAT FOR shoes? We already have a gift for you: a music playlist just perfect to practice your moves under the Christmas tree!
Winter is not even passed that we already have our mind into the next one... yes, fashion is always in advance and our WHAT FOR designers are already looking for the trends that you gonna love in 2018... let's go in the backstage with our design team to see what they'll prepare for you...
This winter, bags go smaller and boots go over the knees! yes, the combo knee high boots + mini bag will be a total must-have. Discover now our mini WHAT FOR it-bags to maximise your look!
Mirror effect, glossy style, this winter, we're all in the "patent leather" trend... Black, deep red or tender nude, we are in love with the VICKY boots, totally fashion and shiny!
With the WHAT FOR team, we like to sublimate you from head to toes so we jumped in our flower boots and we tried for you the new beauty spot which is trending in Paris right now: the vegetal concept store and beauty salon WHAT THE FLOWER...let's go!
We walked our WHAT FOR boots to the Maillol museum to discover the trending exhibition in Paris: "Pop Art, Icons That Matter, collection du Whitney Museum of American Art"... let's go for a retro chic and arty joyride!
It's still sunny in Paris but winter is coming and we have to be ready for it! let's then dance on our new music playlist with the perfect winter boots!
Seen on the runways and fashionistas, the multi straps boots are a must! Straps and buckles are trending this season and we want them on our favorite shoes. From boots to derbies, they cover our feet with style for a rock chic ambiance...let's discover it!
Marathon of the fashion weeks all over the world will be over soon and it's time to talk about our favorite looks. It's all about the army trend with the buttons boots right into the "officer style"... let's see it in pictures with our bloggers who wear that look in the streets of Milan and Paris.
Autumn is here and the slow and warm rythms go with it...We made for you a new music playlist to make you dance till winter... are you ready to shine on the dancefloor?
Want to do good shopping & clubbing? Let's go to Berlin for a WHAT FOR Event at Galeries Lafayette to discover the FW17 collection and listen to the sound of the german dj girl Rosa Luxemburg.
Milan Fashion week is on and it's perfect time to go shopping in the Italian most fashion city... rendez vous at Marilena store to present the WHAT FOR fall winter 2017 collection !
Fall is coming sooner than it was planned? No worries, we selected for you the best shoes to jump between the rain drops! Ultra-chic sneakers or wicked loafers, you have the secret to stay classy wearing flats!
Tan lines are slowly fading away and we are now focus on trendy accessories to twist our Autumn look! Let us introduce you to the it shoes of the season...
They arrived last spring and they come back this season: the WHAT FOR fashion sneakers! Noble and futuristic materials, technologic details, we tell you everything about these little wonders...
This week, we bring you with us in the backstage of our FW17 fashion shooting: dive into this contemporary adventure with a mysterious travel of two WHAT FOR girls in the famous Georges Pompidou center in paris...
Back to school soon? ok, let's jump in a new universe with a new music playlist! Spatial trip, reto-chic ambiance and aerial moves, let's be ready for an extraordinary adventure!
Fashion adventurer, style pioneer, Gayanée Pierre, Parisian stylist and personal shopper knows how to make our dressing shine! our WHAT FOR girl of the month tell us her precious advices to be trendy and chic at anytime.
How to make illusion in every circumstances? Wear the "trompe-l'oeil" heels! Mix of fabrics and optic illusion are the secrets of this summer "must-have"...
Rise up and shine with the wedge shoes! best allies for summer to be super feminine but also very comfy... let's see what we've got for you...
It's in a wonderful Parisian garden that we presented to the fashion press the new WHAT FOR spring summer 2018 collection... Yes, fashion is always early and you too because we tell you everything about what's happened behind the scene.
Grand daughter of the famous french actor Jean-Paul Belmondo, Annabelle, model and it-girl, is traveling the world for fashion shootings but also road-trips with her friends. Muse of our SS17 look-book, our WHAT FOR girl tell us, in an exclusive interview, all her secrets for a perfect summer.
Summer is on, let's wear some light dress and fancy shoes to celebrate it and dance on our new WHAT FOR music playlist!
It's at a Milan's dinner table that united the Italian press and WHAT FOR team to celebrate the summer and talk about the new exciting projects of the brand... We take you with us to this fashionable and gastronomical joyride joyride!
It was in a art gallery in Antwerp that the rendez vous was taken to present, for an exclusive preview, the WHAT FOR FW17 collection to Belgian press... Sitting in front of a delicious brunch, we revealed the secrets of this new "retro-chic" collection.
"From Paris to..." Cannes, meet-up with the young fashion designer Floriane FOSSO who presented, in Cannes film festival, her collection of clothes, very chic and cosmopolitan...An extraordinary adventure in partnership with WHAT FOR.
For the 70th anniversary of Canes festival, WHAT FOR was there of course to dress up the beautiful people... Let's go on the red carpet and in the backstages of this glamorous event!
If you're the bride, the witness or the guest, the important question for the wedding is definitely "what should I wear??" Don't panic, we've made a selection of best accessories to be perfect for the D-DAY.
Let's dance with your shiny shoes listening our new pre-summer music playlist!
Let's meet Marion, the stylist of the WHAT FOR spring summer 2017 shooting, who gives us her best secrets to be pretty and cool for summer!
A few months ago, the astronaut Thomas Pesquet was declaring that her favorite artist to listen in the spaceship was the french producer Yuksek... This one was actually presenting in Paris his new album "Nous Horizon" this Wednesday...let's go to explore together this colorful & pop universe!
Sun is slowly coming to get us and we need some funky tunes to enjoy it! so let's listen to this new fresh music playlist by WHAT FOR!
Let’s treat the ring in different ways! This summer we don't wear it on the finger but on the foot to mix originality and chic... let's jump in the trend!
You loved this moment of joy and share with the dancer Nathalie Fauquette who improvised a dance in the streets of Paris with her What For sneakers... Let's discover some more in the backstage of this iconic video!
A ray of sunshine, a sweet melody in your head... it smells like spring spirit... Let's enjoy this beautiful part of the year moving on the new WHAT FOR music playlist!
Always on the look out for the new styles, the bloggers made her choices in the WHAT FOR Spring-Summer 17 collection... will you share these crushes?
The Spring's crush? Fashion sneakers of course! The it-girl Aria chose our WHAT FOR sneakers and explain us why in an exclusive interview where she told everything about her inspirations and secrets to make life more extra-ordinary everyday... let's meet ARIA CRESCENDO, our WHAT FOR girl of the month!
For the International Women's day, she improvises a dance in the streets of Paris to break her morning routine....
At each fashion week, same topics are on the table: what to wear? where to go at night? cocktail or cocktail? Don't worry, we made a shortlist for you with best new cool spots in Paris... let's go!
We take you in backstage of the WHAT FOR SS17 shooting with our art director SS17 Julot Bandit who teach us a few of his production and creation secrets...
Super trendy for the season, the “Bayadères” are everywhere: These fabrics with multicolor stripes got vitaminized accents and dare contrasts! Flashy orange or Pastel green, this summer, at WHAT FOR, we decline the stripes on all tones!
Still winter but we think yet to spring...Look beyond the horizon and enjoy a brand new music playlist to chill and dance with your WHAT FOR shoes!
In its last issue, Grazia Italy magazine highlights the laced ballerinas in a poetical fashion story at the seaside. Let's take a look at this stunning model of ballerinas who gonna softly twist the winter with a sexy-chic touch!
This year, be audacious & intrepid! Try our new fashion sneakers perfect to dance on all the new hits of 2017... a new musical selection by WHAT FOR to discover now!
Seen on the Parisian famous fashion blogger Kenza, our new glitter pumps Romy come just in time for Christmas! Wear it casual or in a total look but don't miss the trend of the moment!
Winter Holidays are coming and we want to celebrate with music of course! So, jump in your glitter pumps, dare to wear the plexi heel to shine and be ready to welcome happy Santa!
Nothing stops her, already model and DJ, Clémentine Lévy has just opened Peonies, a hybrid place at the same time coffee and florist, located in the animated street of the Faubourg St Denis in the center of Paris. Crush on this new healthy and flowered spot, created by a stylish and determined girl: Discover Clementine and its exclusive Péonies coffee during this exclusive shooting and interview!
With the return of the boyish trend, the derby is more than ever on this year! How to wear it? On which occasion? don't panic, we tell you all about this dandy's shoe!
We talked a little with Cleo Casini, young and talented stylist from Milan. Dived between VanityFair Italy office and shooting all around the world, she passed a morning with us chatting about her job and fashionsystem
One strolls in Montmartre, a priori, there's nothing more classical. But precisely, classical walks are at the same time those which deserve more to be made and those which we unfortunately forgot to do! With "Saint-Germain-des-Prés", Montmartre is perhaps one of most famous and most characteristic neighborhood of Paris. Jump in your WHAT FOR boots, we take you there!
We met Chiara Gallana also known as Aba, at the famous Sormani Library in Milan, place where she loves lost herself into romantic readings and old books smell. The energic and passionate singer, X Factor Italy 7 finalist, told us about her, her career and her relation with fashion world.
Animal print has made its mark on the catwalk this season: from head to toe with your WHAT FOR shoes, you will love it! Take a trip to the wild side with one of the fiercest trends of fashion Week so far.
Met at the Paris Fashion Week, the Japanese stylist and blogger Misha Janette told us everything about her last fashion crushes and her travels around the world to find the last creative trends.
The last fashion week is on and it's in Paris! The stylists are checking all the new trends of the moment and of the future and the it-girls are wearing all their favorite pieces ... like the WHAT FOR high boots seen in best Parisian spots!
After New York and London, it was in Milan that were all the designers, editors and bloggers of the world to cover the Fashion Week and discover the forthcoming collections spring-summer 2017… like the next WHAT FOR collection!
Catherine Poulain was born in Milan, graduated in International Relations. She's an international model represented all around Europe and working everywhere. Thanks to her passion for Social Media and her love for Fashion and Art, she became an icone for several girls, talking about her life through Instagram, Facebook and Twitter. A few days before the Milan Fashion week, we met her for a short interview
This week, we bring you backstage of the WHAT FOR creation studio with our designer Marcel Tobelaim. He told us about his inspirations, the trends of the season and also a few secrets about what's next for WHAT FOR...
What's better than read, love and dance on a shiny September week end? just relax and listen to our new WHAT FOR playlist and let the indian summer warms you up!
Because Indian summer is sometimes the best moment to travel and explore new places, we take you now to an ultra romantic and trendy destination: Milan!! Enjoy our WHAT FOR best tips and addresses to discover the "happy hour city" in Italy...
Summer is still here and let's enjoy the moment to read a good book before going back to work! The WHAT FOR team selected for you some of the best literary choices for this fall to come.
Seen on the best French and Italians bloggers, our WHAT FOR Lilium nude babies are now the summer it-shoes! Let's see which outfits match the best with this "must have" model.
A stunning black and white minimal look with our WHAT FOR sandals to discover in SOLSTICE MAGAZINE and here in our blog!
“Elvis”, “Edith” or even “Beatles”, the names of shoes models of the new WHAT FOR fall winter 2016 collection make us travel in the world of our favorite musical icons of the 60 ' S… So, we just released for you a new musical playlist very indicated to twist your look and dance in your new shiny WHAT FOR babies!
You just jumped in your summer sandals but do you want already to know what are the trends for the next winter? This week, we make you discover the backstages of our WHAT FOR fall-winter 2016 shooting!
Let's go on the French Riviera to discover the beautiful "baie des anges" where Brigitte Bardot liked to walk, letting the sun shines on her pretty face and the palm-trees offer their shadows...
We were in Switzerland to celebrate the WHAT FOR tropical shopping parties at Globus store and we then made a stop to the famous Rochelle Feinstein’s exhibition in the Contemporary art museum of Genève. A nice surprise that we share with you right now on our magazine!
We know Lyon for his famous restaurants "les bouchons lyonnais" where we enjoy delicious local specialties but you will have from now to counted on the French city for another subject that gastronomy… Lyon become capital of fashion with its great blogger and … its new WHAT FOR store in full heart of the town! let's go for a visit…
Sun, beach and coconuts? What about a joyride with your favorite friend in a tropical and cool place? Participate now to our Summer tropical contest ! A trip for two at the Caribbean sea to win!
"WHAT FOR ME": An article about strength and self-confidence. An article about the power to be a woman, written by the fashion journalist and blogger Gresy Daniilidis for the Italian magazine " The fashionable Lampoon" and available now on our blog Walk for WHAT FOR
Shopping temple in the heart of Paris, the new "Forum des halles" has opened yesterday in front of thousands happy people. Under the "Canopée", giant glass and steel roof, we met our Parisian bloggers who have come to discover our new What For boutique right in the entrance of the new Forum...
A few hours by train from Paris, between the mountains and the mediterranean sea, it smells like South spirit… Yes, we are in Nice, in the heart of the French Riviera and this is the place where WHAT FOR just opened his new boutique! Let us introduce you the new unmissable spot for shoes lover…
They made the official music on the WHAT FOR Spring summer 2016 movie and we love their sweet and danceable sound: today let's talk about the french-english duo Lo Frames
After New York, Milan or London, it is now the turn of Paris to celebrate the “fashion week”. What For was on the front row, of course, for this chic and magic fashion event.
It is in 1996 that opened Galeries Lafayette in Berlin and it is thus this year that we celebrate the 20th birthday of this mythical store! the What For team was there, of course, to participate to the party with a very " tropicool " contest and a DJ-set of anthology! We tell you everything on our blog Walk For What For.
With her first solo album « Palana », Miss Hilton offering us pastel and rebel songs… Let’s talk about Pop & Folk on Walk for What For!
And this is our new music playlist inspired by Dorothy shoes from the new collection spring summer 2016 What For ! Dorothy ... a name that inspired us ...
Seen recently on the Ground Control scene in Paris for her first live act, Paprika Kinski was a blast with her evanescent and moving pop songs. We wanted to know more about this mysterious What For girl...