Second Life airs under two closely linked formats within one feed: the show's namesake segments profile women who left one career for another, including a former ad-tech and out-of-home advertising marketer who launched a 1mg THC gummy brand, and a ten-year WNBA veteran who moved into team ownership and executive leadership at the Atlanta Dream. The remainder of the feed runs as The Who What Wear Podcast, a fashion-industry interview and panel show covering trend forecasting, jewelry and accessories founders, seasonal shopping guides, and awards-season red carpet recaps. Hilary Kerr, co-founder of Who What Wear, hosts most episodes and conducts one-on-one interviews with designers, brand founders, and entertainment-adjacent guests. Other Who What Wear staff, including shopping director Bobby Schoessler, join for shopping-guide and trend-focused episodes that sometimes run as multi-host panels rather than single-guest interviews. Guests are typically founders of direct-to-consumer beauty, jewelry, or fashion brands, along with fashion commentators, stylists, and occasional entertainment or sports figures discussing a career pivot. Episodes mix personal origin-story narratives about how a product or brand started with tactical discussion of current trends, bestsellers, and styling advice. Red carpet and award-season episodes bring in style correspondents to break down specific celebrity looks and designer collections. Running times vary from about 22 minutes for quick trend or shopping segments to nearly an hour for in-depth founder profiles. Listeners interested in fashion industry mechanics, brand-building stories, or women's career-change narratives make up the core audience. Production is conversational and closely tied to Who What Wear's own editorial content, with episodes frequently referencing the outlet's articles, shopping guides, and staff by name.