In the world of fashion influencers, few names carry as much weight as Danielle Bernstein. The founder of WeWoreWhat has transformed a college fashion blog into a multi-million dollar empire, proving that social media influence can evolve into a sustainable fashion brand. With over 1.7 million Instagram followers and a business that reportedly hit $30 million in revenue, Bernstein's journey offers valuable lessons for anyone looking to build a fashion brand in the digital age. Her success story demonstrates how authenticity, strategic partnerships, and product diversification can create lasting impact in an industry often skeptical of influencer-led ventures.
From College Blog to Fashion Empire: The WeWoreWhat Story
Danielle Bernstein started WeWoreWhat in 2011 as a street-style photography project while studying at the Fashion Institute of Technology. What began as a sophomore's creative outlet quickly gained traction on Instagram, where her personal style resonated with thousands of followers. By 2016, she had launched her first clothing line, Second Skin Overalls, marking her transition from influencer to designer. The following year, at just 24 years old, Bernstein earned a spot on Forbes' 30 Under 30 list, validating her business acumen in an industry often skeptical of influencer-led brands. According to Forbes, Bernstein went from college sophomore to seven figures in under six years, a testament to her entrepreneurial drive and understanding of the fashion landscape.
The Evolution of WeWoreWhat: Key Milestones
Bernstein's journey follows a strategic timeline that many aspiring fashion entrepreneurs can learn from. In 2011, she launched the WeWoreWhat blog as a street-style platform. By 2016, she introduced her first direct-to-consumer product line with Second Skin Overalls. The year 2017 brought significant recognition with her Forbes 30 Under 30 inclusion and a successful swimwear collaboration with Onia. In 2019, she expanded into denim through a partnership with Joe's Jeans, launching the Danielle Jean. The pivotal year 2020 saw Bernstein consolidate all her brands under the Shop WeWoreWhat umbrella, creating a unified retail destination for swimwear, denim, overalls, and activewear. This systematic expansion demonstrates the importance of gradual, calculated growth rather than rapid, unfocused diversification.
Breaking the Influencer Brand Curse: What Makes WeWoreWhat Different
Many influencer-founded fashion brands struggle with longevity, often fading after initial hype. WeWoreWhat has defied this trend by focusing on three key strategies. First, Bernstein prioritized product quality and design innovation over mere social media promotion. Second, she established long-term partnerships with established manufacturers like Onia rather than relying on quick, low-quality collaborations. Third, she diversified revenue streams beyond sponsored posts to include direct sales, creating a more sustainable business model. According to Business of Fashion, WeWoreWhat's co-ownership structure with experienced fashion executives has been crucial to its stability and growth. Bernstein herself emphasizes this approach, stating on LinkedIn that she looks to "create long term partnerships that will have a greater impact" rather than one-off posting arrangements.
Where WeWoreWhat Stands Today
Today, WeWoreWhat operates as a comprehensive fashion brand with multiple product categories and a loyal customer base. Despite facing allegations of design copying from smaller brands—which Bernstein and her legal team deny—the company has continued to grow. The brand's success demonstrates that influencer-led businesses can achieve lasting power when they transition from personality-driven platforms to product-focused enterprises. Bernstein's emphasis on community engagement and authentic storytelling continues to differentiate WeWoreWhat in a crowded market. As reported by ABC News, Bernstein reveals that she makes money through a combination of brand partnerships, sponsored content, and her clothing lines, with each revenue stream supporting the others to create a robust financial foundation.
The Future of Fashion Influencer Brands
As the fashion industry continues to evolve, Bernstein's journey suggests several trends for influencer brands. Successful transitions will require influencers to develop genuine design expertise, establish professional manufacturing partnerships, and create diversified income streams. The next generation of fashion influencers will need to balance social media presence with business fundamentals, much as Bernstein has done with WeWoreWhat. Brands that can maintain authenticity while scaling production will likely dominate the space between social media and retail. Bernstein's own evolution from blogger to New York Times bestselling author and angel investor demonstrates the potential for fashion influencers to expand their influence beyond clothing into broader lifestyle and business domains.
Key Lessons for Aspiring Fashion Entrepreneurs
Bernstein's success with WeWoreWhat offers several actionable insights for those looking to build their own fashion brands:
- Start with authentic content: Build a genuine connection with your audience through consistent, valuable content that reflects your unique perspective.
- Leverage social media strategically: Use platforms like Instagram not just for promotion, but for community building and direct customer feedback.
- Prioritize product quality: Transition from influencer to entrepreneur by developing products that stand on their own merits, not just your personal brand.
- Establish professional partnerships: Collaborate with experienced manufacturers and business partners who can help navigate production and operations challenges.
- Diversify revenue streams: Combine sponsored content with direct sales, collaborations, and other income sources to build financial stability.
- Maintain community engagement: As your business grows, continue nurturing the relationships that fueled your initial success.
Bernstein's journey from fashion blogger to fashion empire builder demonstrates that with the right strategy, dedication, and business acumen, social media influence can transform into a lasting fashion legacy. Her story serves as both inspiration and blueprint for the next generation of fashion entrepreneurs looking to make their mark in an increasingly digital industry.
