Wear That launches New Label Audn.

Wear That, the region’s leading styling platform, announces the launch of Audn., its second in-house label.

The inception of the debut collection has been shaped by thousands of fittings, surveys, and conversations with real women across the region. It is a study in data-led design meets timeless style and the result is a wardrobe of elevated essentials — blazers that sit just right, trousers that move with you, tops that flatter without fuss, and outerwear you’ll reach for year after year – with versatile and modest-friendly options thoughtfully included for Middle Eastern women.

Every detail — from proportions to fabric choice — was informed by what women said they wanted most: sharp enough for work, comfortable enough for life, and timeless enough to last beyond a season.

// From Millions of Outfits to One Edit

Over the past seven years, Wear That has styled and curated millions of outfits across the globe. That scale of data and conversation revealed a truth the industry often overlooks: women wanted timeless, versatile pieces with cuts that felt like they were designed for their proportions, not generic standards.

“Audn. isn’t just another collection,” says Heidi Shara Armstrong, Founder & CEO of Wear That. “It’s the foundation of a forever wardrobe — designed around real women’s lives, their feedback, and their data. Every detail was obsessed over, from blazer lengths that match your height to camis that never gape, to trousers that feel like a second skin.”

“We believe this is how fashion evolves — by listening to women and designing around their lives,” adds Armstrong. “Audn is more than a collection; it’s a blueprint for the future of Middle Eastern fashion that embraces both contemporary and modest dressing.”

// The Future of Middle Eastern Fashion

What sets Audn. apart is its origin: it’s not trend-led but client-led. Each design decision was informed by real styling data, making it one of the first collections in the region to be fully shaped by women’s lived experiences.

// A Cultural Moment, Not Just a Launch

Audn. enters the fashion conversation not as an emerging label but as a cultural event. With Wear That’s signature styling ecosystem behind it, the collection blurs the line between editorial fashion and everyday wardrobes.

www.wearthat.me