I walk for WHAT FOR: Francesca Litrico

Stylist, designer, traveller, it-girl, Francesca has several trades but one goal: to conquer the world with her inimitable style. We have met this trendy Milanese girl at the pinnacle of elegance for a sweet portrait...Let's talk about fashion!

Our Francine sandals in THE CUBE magazine

Fur in the summer? yes it is possible and even furiously trendy! We therefore associate colorful fur, golden sandals and summer dress for an ultra glamorous look as in the last editorial of the magazine THE CUBE ...


Some ideas of dancing songs to wear your golden mules and shine on the dancefloor this summer ... Here is our new playlist with summer colors!


Like a famous woman of the French chanson of which she shares the sweet name, Barbara Pravi is a mysterious artist, bewitching and solar. At the same time author, composer and interpreter, she knew how to impose her style with strength and femininity. We meet her today for an interview about "fashion and music" where she talks about her future projects and her crushes of the moment.

our MALORY mules in PIBE magazine

Silver mules on a total black look for a futuristic universe... It's the fashion proposal of PIBE magazine in its editorial called "Digital beauty" with our mules MALORY.

Our MALORIE pumps in MITH magazine

In its latest editorial, the fashion magazine MITH has chosen our MALORIE pumps for a deliciously extravagant fashion shoot ... Satin, leather, pastel and prints meet for a chic and offbeat look.

Our Jerome boots in TU STYLE magazine

Pointed-toe boots, sweatshirt-dress and vinyl trench, it's the street-wear chic look that proposes the Italian magazine TU STYLE in its last issue. A look inspired by the fashion shows and we adore to decline with our Jerome boots, so trendy!

Sexy in plexi heels

Version mules or sandals, this summer, we do not resist the desire to be sexy in plexi heels! Pastel pink color or black fatal, we play the game of colorful transparency for a pop and daring look. Are you going to be tempted?

Colors & Life

Inspired by the WHAT FOR SS19 collection, New-York based illustrator Amber Vittoria has invaded our universe with her flamboyant colors and her art at the pinnacle of femininity. We let you discover her work in music with our Spring playlist just as happy, feminine and colorful!


Native of Argentina, Jazmin Bardach has made a name for herself in the French capital of fashion with her sharp and romantic style. Black and white sandals, androgynous costume ... She mixes with taste the it pieces of the moment while always avoiding fashion faux pas. Meet an inspired influencer!

The mules, it-shoes of the season!

Pointed or open-toe toe, metallic or immaculate white, with pants or a mini-skirt ... the mules are everywhere and are worn without moderation for an ultra-trendy spring look!

Our AGLAE mules in PAP magazine

With their beveled heel and the shine of their metallic leather, our mules Aglaé is a sensation in the latest fashion editorial of the famous magazine PAP: femme fatale look to revisit the daily life with humor and style ...

Fashion week report

The fashion week ends and the big fashion trends are emerging ... We liked the oversize jackets, the tomboy look and printed dresses. And which shoes to accompany them? Ballerinas, mules or sandals, we tell you now everything about the it models to wear!

I WALK FOR WHAT FOR: Marie / Into your closet

Always at the forefront of fashion, Marie works her blog "Into your closet" with a lot of elegance and originality. A few days before the opening of the Paris fashion week, she gives us her secrets as a busy but stylish girl.

Pump up the volume!

Jump in your WHAT FOR sneakers and enter the dance like Grandmaster Flash, Beastie Boys or Run DMC! We move stylishly to the sound of our new playlist "Groove in the streets" to celebrate the arrival of this new collection of unique sneakers.

Our Jerome boots in Madame Figaro

Flashy boots, leather skirt and denim short...it's the inspiring look that's Madame Figaro magazine is proposing now with our Jerome boots. We're loving it!

I walk for WHAT FOR: Martina Maccherone

Milan fashion week is coming and we met Martina Maccherone, Italian influencer working in The Blond Salad crew. She had a crush on our socks boots Gwendoline and we talk about style, fashion and her secrets to make life more extraordinary every day ;)

Our Bart & Moonlight boots in Flanelle Magazine

The total white look is a must-see for fashion magazines and fashion shows because it embodies the ultimate chicness. Do not hesitate to put on some pretty white boots to follow the trend with elegance!

Waiting for Spring

We dream of sun, light ballerinas and picnic in the middle of spring flowers .... Unfortunately, we will still have to wait a few weeks .... what's better for that than a warm and festive musical playlist?

our KERYFUR boots in Diva e Donna magazine

Snow is here and we wonder how to stay chic and protect ourselves from the cold at the same time... The fur boots-sneakers are certainly the best solution! They are fashion and match perfectly with a long cozy coat, as in the latest editorial of Diva e Donna magazine.

Crushes on sale

Let's enjoy the sales to choose one more pair of shoes and make it match with all our outfits! leopard boots, cuissards, zip boots or colorful babies, our WHAT FOR girls made their choice....what will be yours?

Our Leonie loafers in Feeling magazine

Glitter is always a good solution... Felling magazine knows it well and proposes, in its last edito, a brilliant look with our strass loafers Léonie.


This year, the WHAT FOR girl affirms herself and share her vision of life on a new media: the WHAT FOR TV: Four channels : News, Lifestyle, Art et Music  to color your life and make 2019 better than ever!

A glitter new year's eve

Glittery rain, sock boots, pretty pumps ... Here are the 2019 ideas that we keep in mind for the most beautiful holiday! Ready for a new year full of surprises?

Christmas disco club!

Jump in your shiny shoes and let's all dance under the Christmas tree cause we made the best party playlist for you ;)

A wild look with our leopard boots

Must-have of the season, our Ferdinand leopard boots have been seen on all the great fashionistas. We love their wild side and small heel to wear them in any occasion... let's find yours!


Parisian, actress , fashionista, mum... Alysson Paradis plays several roles and styles with no risk of a faux pas. This modern woman chose an elegant tomboy look and talks true. Happy in her boots, she was easy to shoot in the streets of Le Marais, her usual Parisian neighbourhood. Let's have a quick meeting with this ravishing and cool WHAT FOR girl.

Winter pop guerilla

It's getting super cold now and we need the perfect shoes & mood to warm up our heart: let's try the WHAT FOR combat boots and dance to our new winter music playlist ;)

our IVORY boots in KALTBLUT magazine

Seen on all the fashionistas this season, the leather boots are the must this winter. The hype German magazine KALTBLUT chose our IVORY cuissards in its last issue for a very arty look where leather meets plexiglas.

A winter with style!

Open or zipped boots, vinyle trench or colored coat... this winter, we dare to wear it! What are the must-have for this season? Let's have a look and choose the right shoes...


Red alert! The new WHAT FOR music playlist is here! Be ready to burn the dance-floor with your red shoes... With your disco pumps or preppy babies, you'll be the prettiest tonight for sure...

The western boots

To fight the cold winter, we want some cool and stylish boots, why not with a "western spirit" as seen on all the fashionista recently... No problem, we have what you need to be the most beautiful country-girl in town ;)

I walk for WHAT FOR: Alice from the art gallery CLUB SENSIBLE

While the 45th edition of FIAC is opening now in Paris, we met Alice Mitterrand from the gallery "Club Sensible" which hosting some carefully chosen pieces of art. This new generation art gallery, located in the major Parisian neighbourhood of Bastille is a real inspirational place between curiosity cabinet and art shop made to dream and chill. We felt in love with this place and subscribed immediately to the club sensible for life!

The Basquiat & Schiele exhibition in Paris: let's jump in your boots to see it!

This is the cultural event of the moment in Paris: The Basquiat & Schiele exhibition at the Louis Vuitton Foundation. From October to January 2019, this two master of painting show us their strong and straightforward art...Those two genius, dead before their 30's, will show off here all of their talents. Let's jump in your WHAT FOR boots and see it!

Crush of the bloggers during the Fashion week

New-York, London, Milan or Paris, our WHAT FOR shoes were travelling all over the world at the feet of the most popular bloggers of the moment! let's see what are their favorites for this new fashion week...

WHAT FOR Paris fashion week contest

The sun is up and the fashion week is now in Paris! A good occasion to walk in the streets of the french capital to discover the incredible fashionista's looks but also find our new street campaign and maybe win one year of WHAT FOR shoes...

WALK FOR WOMEN: modernity, culture et creativity for 2018 fall-winter

This fall, the WHAT FOR women is elegant but full of nonchalance, sure of her style in flats or heels, playing the retro look but always with a hint of avant-garde. Assuming her contradictions, our fashion icons or the season are active women, full of energy and creativity that we love to follow everyday with the perfect shoes for her.

Our Tao mules in TU STYLE magazine

The real fashionistas know: the mules are a must have in summer but also in winter. Totally cool worn with a casual trouser and a velvet kimono like in last Italian issue of TU STYLE magazine with our TAO leather mules.

our black boots in Elle magazine

This month, the French ELLE magazine is focused on "how to be stylish at the office?" ...and what's better than a perfect pair of black boots to optimize your working girl's look? here our black boots selection for the winter.

shopping party WHAT FOR x ELI GRITA

Dedicated tote bags, cool prices and champagne...all was there for a crazy shoppping party in Paris with WHAT FOR! The artist Eli Grita was there with her ravishing smile to sign her exclusive bags made for our brand...to be stylish in WHAT FOR from head to toe!


Dj, artistic director or designer, Eli Grita aka Julia Colléaux is an activ woman, full of great ideas. This true gifted made for us an exclusive HAT FOR tote bag that you will discover during our next shopping Parisian party this Thursday 13th of September. To help you wait till this awesome event, we met Eli Grita to know more about this brilliant and glitter girl...

The IDA pumps in IMIRAGE magazine

A sunny photo shoot under the Milanese light..that's what the Italian magazine IMIRAGE made for us, sublimating our IDA nude silk WHAT FOR pumps

To cool for school

Zipped or ankle boots, we choose the fall it-shoes to dance and be super stylish for the important month of September...ready for a new season of promises and surprises?

Rock the city

For September, we want to rock the city and twist our daily routine! So let's jump in your studs, tweed or panther boots to affirm your wild touch! Flats or heels? we have all what you need to be super classy and unique for this new season coming.

our MALO mules in MARIE CLAIRE magazine

For a cool and sexy british look, Marie Claire magazine chose our MALO mules in its fashion September issue. We love the contrast between naked legs and winter coat to be stylish in Autumn.

the Bonnie mules in Elegant magazine

A field in summer, a light dress, some flat mules and a nude make up, that's all what we want now! Elegant magazine totally get it in its last fashion issue.


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!

Never ending summer

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 ...

WALK FOR FREEDOM: a FW18 collection so audacious!

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...

The digital shooting fall winter 2018: let's go in backstage!

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!

Bastille day!

14th of July is the French national day, the Bastille Day... so let's celebrate it all together dancing under the stars with our new WHAT FOR music playlist!

WHAT FOR SS19 presentation at maison Cardon Paris

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!

Which shoes to be stylish at the beach?

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!

Backstage of the fall-winter 2018 campaign's shooting

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!

The music party!

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.

Our BOU mules and IGORA pumps in Lucy's magazine

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.

relax with wedges

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...

Summer in the window

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.

our GLOIRE sandals in Grazia Italy

Colored heels and oversize buckles for a rock'n roll look as David Bowie...our GLOIRE sandals are in the fashion editorial of the Italian issue of Grazia Magazine.

The ALANA sandals in LEI Magazine

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.

A summer so glitter!

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!

Our derbies and pumps in LEI magazine Italy

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.

The BONNIE mules in Lucy's 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!

The IDA pumps in Femina magazine

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.

On the rocks

In May, do what you like and just stay stylished! Here is our new music playlist to dance "on the rocks" with your cool and pretty WHAT FOR shoes.

the Marianne braided mules in BIBA 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

painting performance at Hudson Bay

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.

Chic in full transparency

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.

The Marinne sandals in Madame Figaro

Timeless elegance of a black and white look is celebrated in the last issue of Madame Figaro with our Marinne sandals..a summer hit!

backstage of our French Riviera shooting

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..

The Constance sling-back in Elle magazine

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!

Something Gingham for Spring

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!

I walk for WHAT FOR: Marie Chalamet-Lecerf

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...

Loafers for ever

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?

Let's twist again!

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!

Glamour in flat mules

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.

Crushes of the bloggers during the Fashion Week

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!

back to slingbacks

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.

let's go for braided leather

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?

minimal chic tempo

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.

Street glam in sneakers

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...

I walk for WHAT FOR: Maryline Tella, model

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.

Ready for the fashion week?

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...

Embroidery or jewel? when the shoes meet glamour accessories

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!

Love etc...

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!

I walk for WHAT FOR: Stéphanie Chermont, journalist

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!

boost your dressing with trendy boots

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...

French Riviera ambiance

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!

A good shopping time for winter sales

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...

HAPPY 2018!

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!

Crushes of the bloggers

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...

A pop joyride with Calypso Valois

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...

Red shoes, just perfect for Christmas

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...

In studio to shoot the WHAT FOR SS18 collection

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...

All I want for Christmas is...shoes!

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!

In the backstage of WHAT FOR FW18 design

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...

Mini bag / Maxi effect

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!

November rain

To dance under the rain? yes we can! with the fabulous rubber soles Homer boots and our new WHAT FOR music playlist which gonna make you twist between the rain drops!

Patent leather boots, the winter must-have!

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!

Sweet shoes & pop art

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!

Just fur you

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!

Multi straps boots to rock the winter!

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!

Stars of the fashion week

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 tones

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?

Music and fashion in Berlin

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.

Shopping session in Milan

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 !

Cool in flats!

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!

Twist your Autumn look!

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...

The fashion sneakers FW17 version

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...

In the backstage of the WHAT FOR fw17 shooting

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...

Space and music oddity

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.

The trompe l'oeil heels, a must have!

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"...

The wedges, just perfect for summer!

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...

the Pool party playlist

Want to jump in the pool? yeaaah, let's take off your shoes and just listen to our cool new music playlist, perfect for summer!

the WHAT FOR dinner in Paris

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.

choose the boheme chic look

Make the life softer with smooth materials like suede or nubuck and pastel colors... let's discover together the boheme-chic trend which we'll all love this summer!

Heels on wheels!

Summer is on, let's wear some light dress and fancy shoes to celebrate it and dance on our new WHAT FOR music playlist!

WHAT FOR dinner in Milan

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!

WHAT FOR FW17 exclusive preview!

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.

Cannes festival 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!

Best look for a wedding ceremony

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.

Hello May, surprise me!

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!

Nous Horizon... a pop and colored journey

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!

Funky April!

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!

Ring like a shoe's accessory

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!

In the backstage of our dance improv video

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!

Spring is here!

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!

Crushes of the Parisian bloggers

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?

In the shoes of ARIA CRESCENDO

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!

Improvised dance in the streets of Paris

For the International Women's day, she improvises a dance in the streets of Paris to break her morning routine....

Best spots for Paris Fashion Week

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!

I walk for WHAT FOR: Julot Bandit, art director SS17

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...

Bayadères stripes set the tones!

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 this cold January week-end, the hottest fashion event is starting: the WHO'S NEXT 2017 trade show where you'll find all the last trends of the moment...let's go!

the grace of a ballerina

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!

Happy 2017!

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!

The glitter pumps

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 party!!

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!

My little black boots

Precious in the dressing, the little black boots are a timeless classic. Shiny or matte, heels or flats, we love them all!

All mad about derbies!

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!

the November dance!

let's forgot that WInter is coming and let's dance on our WHAT FOR shoes!


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

A walk in Montmartre

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.

Autumn melody

Some sweet melodies to dance like Autumn leaves under the wind... here is the WHAT FOR FW16 mixtape

The animal print: let's walk on the wild side!

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.

I walk for What For: Misha Janette

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.

Paris Fashion week!

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!

WHAT FOR @ Milan Fashion Week

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!

I walk for What For: Catherine Poulain

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

The new it-bag: the WHAT FOR bag!

Never enough shoes but.... do you know that you can also have the bag to go with?? Discover now our new WHAT FOR bags collection to be so trendy this season!

Interview of Marcel Tobelaim, WHAT FOR designer

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!

Five WHAT FOR moments in Milano

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...

A foot in the literature... The WHAT FOR mood for September 2016!

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.

Spotted on the best bloggers: the nude babies, our summer it-shoes!

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.

That mystic feeling / SATELLITE magazine

Bucolic place, romantic shoes and fantastic look... discover the fashion editorial of SATELLITE magazine with ballerinas from our new WHAT FOR FW16 collection

Graphic black and white look

A stunning black and white minimal look with our WHAT FOR sandals to discover in SOLSTICE MAGAZINE and here in our blog!

boots & books!

Open a new chapter of our fashion story and discover the new WHAT FOR fall winter 16 video teaser!

I walk for What For: Charlotte Decroix

She's our summer WHAT FOR girl: Charlotte, dj and founder of the record label Her Majesty's ship is cruising on the fashion and music trends

new WHAT FOR music playlist: twist your look!

“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!

backstage WHAT FOR shooting fall winter 16

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!

The french riviera

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...

CONTEMPORARY ART in GENEVA: The quirky and colorfull exhibition of ROCHELLE FEINSTEIN

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…

Summer Contest

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 by Gresy Daniilidis

"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

Opening of the new What For Les Halles boutique

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...

WHAT FOR is now in Nice/France 

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…

Beautiful colors by the electro duo Lo Frames

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

It's fashion Week Time !

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.

Happy birthday Galeries Lafayette Berlin!

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.

Crush of the month: Palana, a pop album sweet as candie!

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!

Dorothy's Mixtape

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 ...

I walk for What For: Paprika Kinski

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...

I walk for What For : Victoria Duval

Today, we meet Victoria Duval, Founder of the brand Rue du Dragon, who choose to fit the models with What For's shoes for his next look-book !