WeWoreWhat 001 Campaign Image
Danielle Bernstein, the entrepreneurial force behind the fashion blog and lifestyle brand WeWoreWhat, is adding a new dimension to her brand with the launch of her first fragrance, WeWoreWhat 001. In partnership with global beauty company Parlux, Bernstein is expanding her fashion empire, which has gained a loyal following for its trend-driven collections in swimwear, activewear, and ready-to-wear, into the fragrance space.
The debut of WeWoreWhat 001 marks a significant milestone as Bernstein continues to evolve the brand into a full head-to-toe lifestyle offering. The scent, a woody gourmand, draws inspiration from the luxurious energy of New York City, embodying the essence of modern elegance and the effortless style that Bernstein is known for. Developed by renowned perfumer Jérôme Epinette of Robertet, the fragrance blends creamy fig and cardamom with earthy patchouli and refreshing coconut water. Notes of amber and cedarwood complete the scent, creating a harmonious blend of warmth and sophistication.
“For as long as I can remember, I’ve been obsessed with scent,” Bernstein said. “I’ve always mixed fragrances to find my perfect blend. With WeWoreWhat 001, I wanted to create something that feels both familiar and exciting—balancing warmth with soft, seductive notes for a timeless, elegant fragrance. Working with Jérôme Epinette, we crafted a scent that’s completely addictive and truly represents everything I love.”
Epinette, who has worked on some of the industry’s most sought-after fragrances, added, “This collaboration was all about finding the perfect balance—a pairing of rich, warm woods with creamy, subtle gourmand notes. The result is a fragrance that envelops the wearer in comfort, indulgence, and a sense of luxury.”
The packaging of WeWoreWhat 001 reflects Bernstein’s signature style, with the bottle design inspired by the chic, modern interiors of her New York City loft. The sleek bottle features a travertine-inspired finish, accented with an antique brass plaque, while the unique cap mimics the concrete elements in her home, making it not just a fragrance, but a statement piece for any vanity.
Lori Singer, President of Parlux Ltd., expressed her enthusiasm for the collaboration, saying, “Danielle is an influencer who truly understands her audience. Her deep connection with her fans and customers is evident in the success of her direct-to-consumer business, and we’re excited to partner with her as she continues to grow her brand. This fragrance launch aligns perfectly with our vision of collaborating with dynamic founders to offer new, innovative products that resonate with today’s consumer.”
WeWoreWhat 001 will be available exclusively on WeWoreWhat.com for the first few months before launching at Ulta Beauty in Spring 2025. The fragrance will be offered in two sizes: a 3.4 FL. OZ./100 mL Eau de Parfum Spray, priced at $79, and a 0.34 FL. OZ./10 mL Eau de Parfum Spray for $28.
