Brand Review: WeWoreWhat
The well-known street style blog turned personal style site, called WeWoreWhat, has certainly changed over time as the owners’ life and style changed from year to year as well. For those not familiar with how WeWoreWhat started, the website was originally a street style blog where the Founder, Danielle Bernstein, would photograph and document New York City locals and visitors alike that had great fashion sense. Eventually, Danielle turned the camera to herself and let her own style be showcased on her blog, providing product information along with where you could find pieces from her outfits. As her following grew, so did her partnerships with brands and retailers. From activewear to water, she truly did and still does work with a variety of businesses to create content for them.
Over time, her blog naturally started to expand into other categories outside of fashion, including beauty and hair care, fitness/wellness routines, and she even shared how she grew her business. Ironically, she was one of the first Influencers to discuss pay transparency so that others in her field could compare and contrast within their own business. With each category Danielle and her team added on, the WeWoreWhat brand grew, and eventually she needed to pivot into other areas of business or retail.
But not all of her ventures were successful. Her shoe and boot company called Archive shoes only fared a few seasons before she quietly closed it down and moved onto other opportunities. It takes strength and wisdom to know when to exit one pursuit in life and move onto the next, which is not something you’d expect from a 20-something year old (at the time). It proves that she is far ahead of her time, but also seeks advice from those who she trusts most.
She went on to write a book about her life, partnered with a swimsuit company to launch her own line of upscale swimsuits, and most recently she’s launched a perfume. If that isn’t a huge plot twist in the best of ways, I don’t know what is.
To take a step back and look at the WeWoreWhat brand that Danielle has built includes so much more than what I’ve mentioned above. There are the dozens of people on her team that she employs and interacts with on a daily basis, along with relationships she’s built with vendors over the past decade or more. She’s also built an Influencer Management platform, called Moe Assist, appropriately named after her right-hand woman who’s loyally been by her business side since the humble beginning. And of course, the book she wrote back in 2020 was also a huge pivot for her brand to move into the publishing world.
Danielle Bernstein and her WeWoreWhat brand is a perfect example for young marketers and business-minded individuals to study. I liken it to an iceberg, we may only see the main icecap above the water, but once you look below, you’ll see a deep network of businesses and people that have all been part of the growth behind the brand.