We've said it before and we'll say it again: in the day and age of oversaturated feeds and short-lived microtrends, clean girls and mob wives going toe-to-toe, and a market where decision-paralysis is practically unavoidable, crafting a sense of personal style is becoming a lost art... or is it? While it may be hard to escape the inevitable streams of influencers, brands, content creators, and even editors telling us what and what not to wear, today's chaotic fashion landscape has- if anything- opened a massive door to self expression through fashion. There's no lack of options these days, and as long as you don't let the internet shove it down your throat, inspiration is everywhere. But we wouldn't be the first to catch on.
Linoya Friedman: The Internet's Go-To for the Latest in Streetstyle
Linoya, better known on Instagram for her account @whatpeoplearewearing, spent her high school and college days in New York City, having taken an immediate interest to fashion blogging alongside her sister. Her first platform, a blog titled "Fashion is My Accent," served as her avenue of sharing trends she picked up on while out and about, and later evolved into a position creating content for various brands. But things took a massive turn in 2021 when she posted a video of a handful of eye-catching looks on a visit back to NY. The post earned her over 1M views on TikTok and inspired the beginning of her career with WPAW: "It was an epiphany; I really found my niche."
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via @linoya on Instagram
Given an existing background in social media under her belt, the pressure that most people would expect to come with such instantaneous popularity hardly fazed Linoya. "I've always had a really healthy relationship with social media... I remember when Instagram was first launched and being so excited," she told The Citizen's Poste.
Today, Linoya works between LA and NYC and travels frequently to capture what people are wearing on the streets of major fashion capitals like Paris and Milan, not to mention a trip to Tokyo in the near future. Her team works diligently on providing up-to-date content for the platform from across the globe for her tight-knit community of style enthusiasts.
So, What Are People Wearing?
Of course, with a front-row seat to all things fashion, if we were going to ask anyone what their streetstyle trend predictions were, it was Ms. Friedman. "I love every city that I go to. There's just so much to see," she mused. "I define the 2020s as a time for everything." Based on her recent travels- whether that be out her front door or to the other side of the world- Linoya predicted a rise in 1950s fashion: classy silhouettes, corseted waistlines, and billowy skirts. Oh, and don't forget shoulder pads and statement coats.
She went on to relay the details of her most recent visits to Paris, where the locals have donned nothing but the best. "The quiet luxury, old money style- though I don't really like to call it that- will be relevant for another season, if not longer." And after The Year of The Girl, what did we expect? Linoya praised Sofia Richie-Grainge for her take on 2023s most prominent styles, “I think the hype around her is very much justified... she's bringing feminine back.”
The Future of WPAW
With over 800K followers, there's a lot to be considered in mapping the future of a platform like WPAW, but Linoya was clear in sharing her goals: "We are so consumed by Instagram culture- bringing real people to real people is what I aspire to... To inspire and be inspired.” Her love for the platform is rooted in the sense of community she's created through both her team and her audience.
"Most people are really happy to share their style," she confirmed. And there's no denying that there's something truly exciting about seeing people express their passion for the things they love. Hence, Linoya's primary focus in developing the magazine is to keep pushing forward with the goal to offer the world a go-to for the latest in streetstyle, sustainability, and shopping. "It's all about the people."
By Mackenzie Ostrowski
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