Fragrance house

WeWoreWhat

WeWoreWhat began in 2010, when Danielle Bernstein created a blog sharing outfit photographs and aspects of her life online. Started as a street-style blog while she was a student at the Fashion Institute of Technology, it developed into a personal-style site and business centered on her personal style. Bernstein moved from content into owned fashion products with Second Skin Overalls in 2016, then developed Shop WeWoreWhat as a broader clothing brand. In 2019, she entered a licensing partnership with swimwear company Onia, and in March 2020 Macy’s announced her namesake fashion collection, identifying her as WeWoreWhat’s founder. The brand extended into fragrance in 2024 with WeWoreWhat 001, its first scent, created in partnership with Parlux and developed with Robertet perfumer Jérôme Épinette. Presented as a unisex woody-gourmand fragrance, 001 was intended to extend the existing brand into a head-to-toe offering.