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.
Occupation(s)Lifestyle influencer and entrepreneur
Websiteweworewhat.com

On multiple occasions smaller brands and designers said Bernstein copied their designs, which Bernstein and her lawyer deny.

Early life and education

Bernstein graduated from William A. Shine Great Neck South High School in 2010,[5] and briefly attended the University of Wisconsin–Madison, where she studied retail, and then transferred to the Fashion Institute of Technology in New York City. She dropped out of college 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 $200,000 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]

Having a passion for design, Bernstein's Soho loft was featured in Architectural Digest in the Fall of 2021,[26] and her first ever WeWoreWhat office space was featured in EST Living.[27]

WeWoreWhat launched its own Visa rewards card program, where customers earn cash back on their purchases on the e-commerce site, as well as with all brand partners. The card acts as a debit card and has been in existence since April, 2022.[28]

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.[29] Bernstein subsequently apologized in a tear-filled Instagram post and withdrew the copied pieces from the collection.[29][30] 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 Latino brand called Second Wind. Bernstein had earlier requested free samples from the company.[31][32] Bernstein denied that she had copied the design from Second Wind.[33] 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!"[34] 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.[35] In November 2020, Bernstein posted multiple Instagram photos previewing her upcoming holiday fashion line with Macy's. One of the pieces was a black patent leather skirt with a corset top. After receiving numerous messages noting the similarities, Grayscale designer Khala Whitney accused Bernstein of stealing her signature design: a black patent leather skirt with a corset top. Whitney shared screenshots of her messages with Bernstein from 2017. Bernstein inquired about the sizing of Grayscale's skirt and purchased it. Bernstein wore the skirt to Paris Fashion Week 2017 and highlighted it on YouTube and Instagram posts that have since been deleted. A screenshot of Bernstein wearing the skirt still circulates online. Bernstein and Macy's both decline to comment on the allegations.[36] In January 2021, two former Onia employees spoke out against Bernstein, claiming she brought in items on multiple instances and wanted her team to emulate them. These items include a piece of Dolce & Gabbana fabric and a cotton top from Are You Am I.[37] In March 2021, We Are Kin designer Ngoni Chikwenengere accused Bernstein of copying a silk dress from her clothing line. Chikwenengere provided screenshots of her messages with Bernstein from June 2020. Bernstein asked if she could be sent the dress as a gift. Chikwenengere was aware of the accusations against Bernstein, but knew Bernstein had 2.5 million followers and sent the dress in hopes she'd "see some business of the back of it." After seeing the accusations, Bernstein denied that she had copied the design.[38][39]

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][40]

References
  1. Shatzman, Celia (August 20, 2018). "Danielle Bernstein Of WeWoreWhat On Self-Care, Style Inspo And The Best Part Of Her Job". Forbes. Archived from the original on August 20, 2018. 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. Archived from the original on January 23, 2020. Retrieved August 9, 2020.
  3. Krentcil, Faran (October 21, 2016). "Danielle Bernstein's New Overalls Line Made $70,000 in 3 Hours". Elle. Archived from the original on October 24, 2016. Retrieved August 9, 2020.
  4. Tietjen, Alexa (August 1, 2019). "Danielle Bernstein, Onia Make It Official With Licensing Deal". WWD. Archived from the original on August 1, 2019. Retrieved August 9, 2020.
  5. Cohen, L.S. (March 23, 2020). "6 Questions For: Fashion Influencer Danielle Bernstein". LongIsland.com. Archived from the original on September 22, 2020. Retrieved August 9, 2020.
  6. Roche, Eddie (February 11, 2019). "Danielle Bernstein Gets Real About Money And The Power of Influence". Daily Front Row. Archived from the original on March 28, 2019. Retrieved August 9, 2020.
  7. Connelly, Irene Katz (September 10, 2020). "Influencer whose summer socializing sparked backlash contracts COVID". The Forward.
  8. Barton, Merrilee. "Danielle Bernstein". Forbes. Archived from the original on May 23, 2018. Retrieved August 9, 2020.
  9. Hughes, Aria (April 9, 2018). "Danielle Bernstein of We Wore What Partners With Onia". WWD. Retrieved August 31, 2020.
  10. Hughes, Aria (November 16, 2018). "Onia Continues Partnership With Danielle Bernstein". WWD. Retrieved August 31, 2020.
  11. "How WeWoreWhat's Danielle Bernstein Sold Nearly $2 million in Swimwear in 12 Hours". The Business of Fashion. May 3, 2019. Retrieved August 31, 2020.
  12. Tietjen, Alexa (November 4, 2019). "Danielle Bernstein, Joe's Jeans Reunite After Successful Collaboration". WWD. Archived from the original on November 5, 2019. Retrieved August 9, 2020.
  13. Tietjen, Alexa (November 4, 2019). "Danielle Bernstein, Joe's Jeans Reunite After Successful Collaboration". WWD. Retrieved August 31, 2020.
  14. Tietjen, Alexa (August 1, 2019). "Danielle Bernstein, Onia Make It Official With Licensing Deal". WWD. Retrieved August 31, 2020.
  15. Ell, Kellie (August 19, 2020). "EXCLUSIVE: Danielle Bernstein's We Wore What Launches Activewear Collection". WWD. Retrieved August 31, 2020.
  16. "Venture capitalists 'like and subscribe' to influencers". TechCrunch. November 4, 2019. Retrieved August 31, 2020.
  17. Tietjen, Alexa (June 22, 2020). "Danielle Bernstein Launches Global Creators Community". WWD. Retrieved August 31, 2020.
  18. Tietjen, Alexa (February 27, 2020). "First Look: Danielle Bernstein Brings Eponymous Label to Macy's". WWD. Retrieved August 31, 2020.
  19. "Tyler Haney Talks OV Exit, Danielle Bernstein Macy's Collab Soars". Daily Front Row. March 12, 2020. Retrieved August 31, 2020.
  20. "WeWoreWhat's Summer New Arrivals at Macy's Are Totally Instagrammable and Selling Out Fast". E! Online. June 30, 2020. Retrieved August 31, 2020.
  21. Simon, Samantha (October 23, 2019). "WeWoreWhat's Danielle Bernstein Is Releasing Her First Book—And It's Not Just About Style". InStyle. Archived from the original on December 23, 2019. Retrieved August 9, 2020.
  22. "Business Books - Best Sellers - The New York Times". The New York Times. ISSN 0362-4331. Retrieved August 31, 2020.
  23. "About the Best Sellers - The New York Times". The New York Times. ISSN 0362-4331. Retrieved October 20, 2020.
  24. Roche, Eddie (May 5, 2020). "Danielle Bernstein Is Using Her Massive Platform To Help Others". Daily Front Row. Retrieved August 31, 2020.
  25. Carroll, Nadine (September 7, 2020). "Instagram influencer slammed after contracting virus on holiday". Yahoo. Retrieved September 7, 2020.
  26. "Inside the SoHo Home of Influencer Danielle Bernstein". Architectural Digest. October 8, 2021. Retrieved January 27, 2023.
  27. Boniwell, Lidia (June 29, 2022). "My Space | Danielle Bernstein | est living". est living | exceptional living. Retrieved January 27, 2023.
  28. "Danielle Bernstein Is Launching a WeWoreWhat Credit Card". The Business of Fashion. Retrieved January 27, 2023.
  29. Prant, Dara (May 11, 2018). "We Wore What Is in Hot Water over Allegedly Copying Jewelry Designs [Updated]". Fashionista. Retrieved July 21, 2020.
  30. Ruffo, Jillian (May 7, 2018). "Instagram Star Danielle Bernstein Speaks Out After Being Accused of Knocking Off Jewelry Lines". People. Retrieved July 21, 2020.
  31. Smith, Emily (July 21, 2020). "Blogger Danielle Bernstein slammed for allegedly stealing mask designs". NY Post. New York. Retrieved July 21, 2020.
  32. Schnurr, Samantha (July 21, 2020). "WeWoreWhat's Danielle Bernstein Addresses Claim She Copied Design From Mask Brand". Yahoo! Entertainment. Archived from the original on August 9, 2020. Retrieved August 9, 2020.
  33. Huber, Eliza (July 23, 2020). "Karen Perez Of Second Wind Shares Her Side Of The Danielle Bernstein Mask Controversy". Refinery29. Archived from the original on July 23, 2020. Retrieved August 9, 2020.
  34. 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.
  35. Sherman, Maria (August 7, 2020). "Lingerie Store Claims Influencer Danielle Bernstein Stole Their Design". Fashion Week Daily. New York. Retrieved August 8, 2020.
  36. Jibilian, Isabella. "A designer worn by Cardi B and Doja Cat says mega-influencer Danielle Bernstein copied her skirt and plans to sell it at Macy's: 'She has some explaining to do'". Business Insider. Retrieved September 19, 2021.
  37. Premack, Rachel. "Insiders who worked with Instagram mega influencer Danielle Bernstein say she rips off fashion designers and gets away with it". Business Insider. Retrieved September 19, 2021.
  38. Willen, Celia Fernandez, Claudia. "Danielle Bernstein is being accused of copying a dress design by another brand. Here are some of the WeWoreWhat founder's biggest controversies". Insider. Retrieved September 19, 2021.{{cite web}}: CS1 maint: multiple names: authors list (link)
  39. "'I did not copy her dress': Designer responds after being accused of stealing design from Black-owned business". news.yahoo.com. Retrieved September 19, 2021.
  40. 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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