Nov 11, 2026 · 57 min
Katherine Power turns taste into scalable consumer brands
The Business of Having Good Taste w/ Katherine Power
Katherine Power’s career shows how editorial judgment, audience insight, and creative instinct can become durable businesses across fashion, wine, and beauty.
- 1Power built Who What Wear by pairing fashion editorial with shoppable digital commerce before extending that model into consumer brands.
- 2Avaline emerged during the pandemic after Power and Cameron Diaz researched wine ingredients and connected with organic European winemakers.
- 3Moving from creative director to CEO forced Power to balance visionary taste with practical leadership, while marriage, motherhood, and friendship reshaped her style.
Don't miss
Power reflects on moving from creative director to CEO, describing the challenge of balancing visionary instincts with practical business judgment.
The brief
Morgan Stewart welcomes Katherine Power for a conversation that links beauty, fashion, entrepreneurship, and the less glamorous work of turning creative instincts into companies.
Power explains how she and Cameron Diaz created Avaline during the pandemic, researching wine ingredients and recruiting organic European winemakers through virtual meetings.
Who What Wear began as a response to the shift from magazines to online shopping, then grew into a media and consumer-brand platform shaped by audience data.
The personal stories—Hermès appointments, a stolen crocodile bag, Jay-Z concerts, marriage, and motherhood—show taste as both identity and social language.
Power’s move from creative director to CEO supplies the episode’s central tension: vision may start a brand, but judgment and discipline are needed to lead it.
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