The Fashion Blogger Behind We Wore What


Danielle Bernstein, founder of the fashion blog We Wore What, with her French bulldog, Bleecker. Credit Casey Kelbaugh for The New York Times

Danielle Bernstein, founder of the fashion blog We Wore What, with her French bulldog, Bleecker. Credit Casey Kelbaugh for The New York Times

Name Danielle Bernstein

Age 23

Hometown Great Neck, N.Y.

Now Lives In a one-bedroom loft in the West Village with her French bulldog, Bleecker (more than 25,500 Instagram followers).

Claim to Fame Ms. Bernstein is the founder of We Wore What, a popular fashion blog started four years ago while a student at the Fashion Institute of Technology. The blog, which mostly chronicles Ms. Bernstein’s daily outfits, has grown from a hobby into a full-time business. “Staying true to my style has been a big part of what my brand is built on,” said Ms. Bernstein, who recently teamed with Estée Lauder to promote its Modern Muse fragrance. In addition to the blog, she is active on social media, with 1.4 million Instagram followers and a growing presence on Snapchat, where she gives fans a peek into her daily life. “I think that makes me more relatable,” she said. “I like to think of my blog as the perfect mix of relatable and inspirational.”

Big Break In 2012, Refinery29 named her a Next Big Style Blogger, which she said “put her on the map” and led to her first brand partnership with Macy’s to promote one of its in-house labels. In 2013, she signed with Next Model Management to handle her deals.

Latest Project In December, she started blogging on two new topics: interior design and men’s wear. “We Wore What is becoming more of a lifestyle brand,” Ms. Bernstein said. She’s also dabbling in night life as the creative director at Nighty Night, a club in the meatpacking district.

Next Thing Ms. Bernstein plans to design a shoe line this fall and create blog sections about travel (We Traveled Where) and food (We Ate What). She also wants to publish a book that goes behind her blog. “I want to be able to share all of these other parts of me besides fashion,” she said.

Small Team Her social media numbers may seem big, but her operations remain small. A professional photographer captures new looks for her blog once a week. Otherwise, it’s just her, a project manager and an intern. “It’s kept our focus strong,” she said. “But I do hope I can bring more people on to help me with the other things I want to start.”

[By Caitlin Keating] [Read More] [From The New York Times]

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