Lily James for Who What Wear August 2025 Plays Tinder/Bumble Girl Boss in 'Swiped' AOC Fashion

This Who What Wear [IG] August 2025 fashion story featuring Lily James got our attention for its sparkling, verve, beauty and sensuality. Photographer Noémi Ottilia Szabo [IG] captures James at the Rosewood London hotel, styled by Sofia Lazzari in David Koma, Erdem, Loewe, Magda Butrym, Prada, Saint Laurent and more./ Hair by Fabio Petri; makeup by Brooke Turnbull; creative direction by Alexa Wiley

Read the Who What Wear interview with Lily James.

Actor Lily James has three films out this year [‘Finally Dawn’, ‘Relay’ and ‘Swiped’] and a new production company called Parodos Productions, which James co-founded with Gala Gordon. Both women are in their mid-thirties and Gordon is also a British actor.

They launched Parodos Productions to champion fresh voices and female-led stories like the film ‘Swiped’. Parodos has joined 20th Century Studios and Ethea Entertainment as co-producer of the film inspired by the story of Whitney Wolfe Herd, the founder and former CEO of online dating platform Bumble. James plays the lead role and Gordon is executive producer on the film.

‘Swiped’ Is Not Your Mother’s Online Dating Movie

Bumble founder Wolfe Herd couldn’t contribute in any way to ‘Swiped’ because she’s governed by a NDA. “Part of why I wanted to make this movie is to explore how NDAs are weaponized against women,” James told Bloomberg/Businessweek.

The NDA locking down the founder’s silence was part of Wolfe Herd’s 2014 settlement with Tinder and parent IAC/InterActiveCorp, now IAC Inc. which she’d sued for discrimination and sexual harassment.

“In a way this film becomes a form of reclamation not just for Whitney but for women who have been told to keep quiet,” James says.