Danielle Bernstein’s WeWoreWhat makes its New York Fashion Week debut with a genius marketing approach
Danielle Bernstein founded her style blog, WeWoreWhat over a decade ago as a college student. Now she just showcased her latest clothing collection for the first time at New York Fashion Week. She also set a new bar when it comes to joining fashion shows & marketing. Danielle took the opportunity of showcasing her clothing line, and also set it up so that spectators could shop their favorite pieces right then and there with QR codes.
Danielle’s latest was an inclusive collection with sizes ranging from XXS to 16. The event featured three collections, including a collaboration with Cotton, Inc. Bernstein, reflecting on her brand’s growth, emphasized its evolution from an influencer-driven label to an independent fashion brand, despite controversies surrounding design originality. Her goal is for WeWoreWhat to thrive beyond her personal influence.
Fashion Week has had quite the glow-up since Bernstein first graced the scene. Gone are the days of mere business deals between buyers, editors, and designers—now it's all about the marketing magic, both on the runway and splashed across social media. Bernstein's Fashion Week debut couldn't be timelier, as the once-burgeoning world of influencer-founded brands is slimming down, proving that not every Insta-famous label can withstand the industry's fickle nature.
““You really need to own the product you’re selling to have longevity in this industry,” she said. “I’ve been doing this for 13-plus years, and I’m really fortunate that I was able to make the switch from influencer to brand owner a few years ago. [I was able to] focus on that to be successful and have longevity as a brand, so that it wasn’t just an influencer promoting a brand she created.””
On her NYFW debut, Bernstein unveiled three collections: a sleek leather and outerwear line, a chic cotton collection created with Cotton, Inc., and her signature fall ready-to-wear pieces. The collection is priced between $29 and $168 and caters to a broad audience with sizes ranging from XXS to 16.
Editor’s Picks From WeWoreWhat’s Cotton Collection
