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 !