Danielle Bernstein Aims to Make WeWoreWhat Less Founder-Dependent

Fashion influencer and entrepreneur Danielle Bernstein has outlined a vision for the future of her company, WeWoreWhat, stating her goal to make the business "founder-led, not founder-dependent." In an essay published on her Substack, Bernstein announced the launch of "WeWoreWhat Premium," described as a "big-sister version" of the existing brand, featuring "elevated materials."

The move comes after years of controversies surrounding both Bernstein and her brand, which began as a style blog in 2011. WeWoreWhat has since grown into a significant business, including brand partnerships and a clothing line launched in 2019.

Bernstein noted that her audience has matured alongside her, necessitating a brand evolution. "The woman who started following me at 22 might be 35 now. Her life has evolved, her wardrobe has changed, and mine has too—WeWoreWhat is becoming a reflection of who we are now," she wrote.

She emphasized the need for the company's success to extend beyond her personal involvement. "I can get someone to try something once, but the product has to make her come back," Bernstein stated, indicating a strategic shift towards product loyalty rather than solely founder-driven engagement.