Danielle Bernstein

Danielle Bernstein (born May 28, 1992) is an American fashion designer and the founder of the fashion blog and brand WeWoreWhat, which she started when she was a sophomore in college.[1][2] She has collaborated with numerous brands and has launched her own fashion lines.[3][4]

Danielle Bernstein
Born (1992-05-28) May 28, 1992
Great Neck, New York, U.S.
OccupationFashion designer
Websiteweworewhat.com

Early life and education

Bernstein graduated from William A. Shine Great Neck South High School in 2010,[5] and attended the University of Wisconsin-Madison, where she studied retail, and then transferred to the Fashion Institute of Technology in New York City. She left school to devote more time to her blog and turn it into a career.[6]

Bernstein is Jewish.[7]

Career

In 2011, Bernstein started WeWoreWhat as a street-style photographer, which soon after transitioned into a personal-style blog, as her Instagram account @WeWoreWhat gained popularity. In 2016, Bernstein launched a line of overalls called Second Skin Overalls, a direct-to-consumer brand.[3] In 2017 at the age of 24, Danielle was placed on the Forbes 30 Under 30 list.[8] In 2017, Bernstein designed a swimwear collaboration with Onia[9] that exclusively sold at Intermix, and was their best-selling suit that summer. The collaboration followed with two others,[10] which the second of the two, an Italy-inspired collection, drove over $3 million in sales.[11] Because of the success of their collaboration, in 2019, she launched her own swimwear line with Onia as her partners. In 2019, Bernstein teamed up with premium denim brand Joe's Jeans to design and release a new style of jeans, called the Danielle Jean. She is the first blogger and influencer to have a product collaboration with the company, and it led to a second collaboration with them that had added styles.[12][13] In 2020, she made the decision to bring all her brands under one roof with the launch of Shop WeWoreWhat which included swim,[14] denim, overalls, and most recently added active.[15]

In the fall of 2019, Bernstein launched a tech company named Moe Assist, after her longtime intern-turned-assistant Moe Paretti. Moe Assist is the first product-management and payments tool specifically geared for an influencer's workflow, created by an influencer. With the desire to legitimize the industry, Danielle raised $1.2 million in a friends-and-family round of funding[16][17]

In March 2020, Bernstein launched a namesake brand exclusively at Macy's called Danielle Bernstein. The debut spring collection was all priced under $100 and had a size range of 00-24, becoming Bernstein's first size-inclusive line. Along with the launch, Bernstein had a campaign shoot modeled by real-life followers, featuring women with different body shapes and types so that anyone could see themselves wearing the line.[18] The first collection sold $1 million in the first 2 hours, and $2 million after 24 hours.[19] The Danielle Bernstein summer line launched in June 2020, and featured vintage-inspired dresses and cute sets.[20]

In May 2020, Bernstein published an autobiography, This is Not a Fashion Story: Taking Chances, Breaking Rules, and Being a Boss in the Big City. She wrote about her personal life and her entrepreneurial journey.[21] The book appeared on the New York Times Best Sellers list and was featured on the Business List.[22] However, the New York Times has since placed a "dagger" symbol alongside the book, indicating its listing includes suspicious "bulk purchases."[23]

As a response to the COVID-19 global pandemic, Bernstein launched her charitable arm of WeWoreWhat called WeGaveWhat. The organization began as a platform to support other charities and highlight small businesses that are struggling during the pandemic. To date, she has raised over $80,000 and donated thousands of masks and meals to frontline workers. WeWoreWhat also teamed up with artist Sara Sidari to create a coloring book where 100% of the proceeds went directly to the River Fund, which brought in another $10,000.[24]

In September 2020, Bernstein was diagnosed with the coronavirus.[25] She previously had been socializing in the Hamptons without a mask, prompting criticism for failing to follow CDC guidelines.[25]

Controversies

Copying of designs

In multiple instances, Bernstein has been noted for copying others' designs. In 2018, Bernstein received attention for copying the designs of various jewelry brands when she launched a series of products with Nordstrom. Foundrae, a specialized jewelry line, said that she had created nearly identical pieces after an earlier visit to the company's studio.[26] Bernstein subsequently apologized in a tear-filled Instagram post and withdrew the copied pieces from the collection.[26][27] In 2020, Bernstein announced a design for a cloth face mask with a chain. Fashion watchdog group Diet Prada, an Instagram account dedicated to highlighting instances of design copying, observed the mask was nearly identical to a patent-pending model created by a Latinx brand called Second Wind. Bernstein had earlier requested free samples from the company.[28][29] Bernstein denied that she had copied the design from Second Wind.[30] Days later, Bernstein posted to Instagram a photo of herself wearing what she claimed were a vintage pair of gym shorts, writing in the caption that she would be remaking the shorts to sell. The shorts were actually from an Etsy shop run by an Australian brand, Art Garments. After the Etsy seller published a receipt showing Bernstein had purchased the shorts from their store, Bernstein edited the Instagram caption to read, "CORRECTION - these are from Etsy and I totally thought they were vintage but they are made to order - someone on my team ordered them for me a while back - I will not be making them!"[31] In August 2020, a Brooklyn lingerie store alleged that Bernstein had copied their signature design, which they use on tissue packaging, and used it on swimwear and as print wallpaper.[32]

Conflict with Poshmark reseller

In January 2020, a clothing reseller posted swimwear for sale on the Poshmark platform, not realizing it was unreleased samples of Bernstein's swimwear collaboration with Onia. The samples had been accidentally donated to Goodwill by a showroom employee, where the reseller purchased them to sell online. Bernstein and the seller came to an agreement in which the reseller would remove the pieces from her store and sell them back to Bernstein. However, they argued over whether Bernstein had agreed to reimburse the costs of the swimwear as paid to Goodwill, or the seller's listed resale prices. Fearing the release of her new line, Bernstein spoke to the Poshmark CEO to halt the sale of the swimwear was put back up for sale. A Change.org petition was created titled "Pledge to Boycott Poshmark if they Continue to Allow the Bullying of Small Business." Eventually, Bernstein and the reseller met in person and came to an agreement where the reseller was given merchandise from the previous collection to sell at a greater value.[2][33]

References
  1. Shatzman, Celia (August 20, 2018). "Danielle Bernstein Of WeWoreWhat On Self-Care, Style Inspo And The Best Part Of Her Job". Forbes. Retrieved August 9, 2020.
  2. Chen, Tanya (January 22, 2020). "A Poshmark Reseller Somehow Got Her Hands On A Major Fashion Influencer's Unreleased Clothing. Drama Ensued". BuzzFeed News. Retrieved August 9, 2020.
  3. Krentcil, Faran (October 21, 2016). "Danielle Bernstein's New Overalls Line Made $70,000 in 3 Hours". Elle. Retrieved August 9, 2020.
  4. Tietjen, Alexa (August 1, 2019). "Danielle Bernstein, Onia Make It Official With Licensing Deal". WWD. Retrieved August 9, 2020.
  5. Cohen, L.S. (March 23, 2020). "6 Questions For: Fashion Influencer Danielle Bernstein". LongIsland.com. Retrieved August 9, 2020.
  6. Roche, Eddie (February 11, 2019). "Danielle Bernstein Gets Real About Money And The Power of Influence". Daily Front Row. Retrieved August 9, 2020.
  7. https://forward.com/schmooze/454126/influencer-whose-summer-socializing-sparked-backlash-contracts-covid/
  8. Barton, Merrilee. "Danielle Bernstein". Forbes. Retrieved August 9, 2020.
  9. Hughes, Aria (2018-04-09). "Danielle Bernstein of We Wore What Partners With Onia". WWD. Retrieved 2020-08-31.
  10. Hughes, Aria (2018-11-16). "Onia Continues Partnership With Danielle Bernstein". WWD. Retrieved 2020-08-31.
  11. "How WeWoreWhat's Danielle Bernstein Sold Nearly $2 million in Swimwear in 12 Hours". The Business of Fashion. 2019-05-03. Retrieved 2020-08-31.
  12. Tietjen, Alexa (November 4, 2019). "Danielle Bernstein, Joe's Jeans Reunite After Successful Collaboration". WWD. Retrieved August 9, 2020.
  13. Tietjen, Alexa (2019-11-04). "Danielle Bernstein, Joe's Jeans Reunite After Successful Collaboration". WWD. Retrieved 2020-08-31.
  14. Tietjen, Alexa (2019-08-01). "Danielle Bernstein, Onia Make It Official With Licensing Deal". WWD. Retrieved 2020-08-31.
  15. Ell, Kellie (2020-08-19). "EXCLUSIVE: Danielle Bernstein's We Wore What Launches Activewear Collection". WWD. Retrieved 2020-08-31.
  16. "Venture capitalists 'like and subscribe' to influencers". TechCrunch. Retrieved 2020-08-31.
  17. Tietjen, Alexa (2020-06-22). "Danielle Bernstein Launches Global Creators Community". WWD. Retrieved 2020-08-31.
  18. Tietjen, Alexa (2020-02-27). "First Look: Danielle Bernstein Brings Eponymous Label to Macy's". WWD. Retrieved 2020-08-31.
  19. "Tyler Haney Talks OV Exit, Danielle Bernstein Macy's Collab Soars". Daily Front Row. 2020-03-12. Retrieved 2020-08-31.
  20. "WeWoreWhat's Summer New Arrivals at Macy's Are Totally Instagrammable and Selling Out Fast". E! Online. June 30, 2020. Retrieved 2020-08-31.
  21. Simon, Samantha (October 23, 2019). "WeWoreWhat's Danielle Bernstein Is Releasing Her First Book—And It's Not Just About Style". InStyle. Retrieved August 9, 2020.
  22. "Business Books - Best Sellers - The New York Times". The New York Times. ISSN 0362-4331. Retrieved 2020-08-31.
  23. "About the Best Sellers - The New York Times". The New York Times. ISSN 0362-4331. Retrieved 2020-10-20.
  24. Roche, Eddie (2020-05-05). "Danielle Bernstein Is Using Her Massive Platform To Help Others". Daily Front Row. Retrieved 2020-08-31.
  25. Carroll, Nadine (7 September 2020). "Instagram influencer slammed after contracting virus on holiday". Yahoo. Retrieved 7 September 2020.
  26. Prant, Dara (May 11, 2018). "We Wore What Is in Hot Water over Allegedly Copying Jewelry Designs [Updated]". Fashionista. Retrieved July 21, 2020.
  27. Ruffo, Jillian (May 7, 2018). "Instagram Star Danielle Bernstein Speaks Out After Being Accused of Knocking Off Jewelry Lines". People. Retrieved July 21, 2020.
  28. Smith, Emily (July 21, 2020). "Blogger Danielle Bernstein slammed for allegedly stealing mask designs". NY Post. New York. Retrieved July 21, 2020.
  29. Schnurr, Samantha (July 21, 2020). "WeWoreWhat's Danielle Bernstein Addresses Claim She Copied Design From Mask Brand". Yahoo! Entertainment. Retrieved August 9, 2020.
  30. Huber, Eliza (July 23, 2020). "Karen Perez Of Second Wind Shares Her Side Of The Danielle Bernstein Mask Controversy". Refinery29. Retrieved August 9, 2020.
  31. Sherman, Maria (August 8, 2020). "WeWoreWhat's Danielle Bernstein Accused of Attempting to Steal Yet Another Design From a Small Business". Jezebel. New York. Retrieved August 8, 2020.
  32. Sherman, Maria (August 7, 2020). "Lingerie Store Claims Influencer Danielle Bernstein Stole Their Design". Fashion Week Daily. New York. Retrieved August 8, 2020.
  33. Fernandez, Celia (January 30, 2020). "A fashion influencer feuded with a Poshmark seller after she put items from the blogger's unreleased swimwear line up for sale". Insider. Retrieved August 9, 2020.
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