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Danielle Bernstein of WeWoreWhat has been growing her brand since her fashion blogging career began in 2011—and now, she’s just dropped her first fragrance! The minimalist, unisex perfume features woody and sweet notes of cedarwood, fig, musk, and amber, designed with Parlux in partnership with Robertet’s senior perfumer Jérôme Epinette—who’s behind top scents from Byredo, and Atelier Cologne. We caught up with Bernstein to get the story behind the perfume, her creative inspirations, and what’s next for her brand—plus her plans for the holidays and New Year’s Eve!
You just launched your first fragrance. Why was now the right time to add this to your existing WeWoreWhat brand?
Fragrance is one of my biggest passions, and it always has been. I have always had a signature scent when it comes to the perfume I’m wearing, and the scents in my home. I wanted to bring that to our customers and create a head-to-toe brand—that includes fragrance. It feels like the best next step!
WeWoreWhat 001
What was your starting point with the scent—when did you start planning its woody gourmand notes, or creative inspirations?
I’m pretty particular about what I like when it comes to scent. Working with the world-renowned perfumer Jérôme was amazing—he’s incredibly seasoned and understood my vision from the very beginning. We ended up blindly agreeing on which scents were best during multiple rounds of testing, and were extremely aligned on what would be something really special to release. WeWoreWhat 001 is perfect because it could be worn and loved by anyone. It’s the perfect unisex smell with the combination of masculinity from the cedarwood and the sweetness from the fig.
Danielle Bernstein
Tell me about the bottle design.
The bottle of the fragrance is made to look like travertine and brass, and could easily double as a decor piece—which aligns with the aesthetic of my apartment.
Danielle Bernstein
Are there plans to add more WeWoreWhat fragrances or beauty products to your brand in the future?
Yes! The plan is to continue expanding 001 into multiple products like a candle and lotion, and develop new scents.
What are your go-to travel essentials you can’t live without?
My go-to travel essential forever has been Downy Wrinkle Releaser spray—it’s something I always have on-hand when traveling or at home, because if you don’t have a steamer or need a quick refresh, it works so well!
WeWoreWhat 001
What’s your go-to holiday gift to give?
My go-to holiday gift is an experience that’s specific to the person.
Do you have fun plans for the new year—or any exciting projects or moments coming up?
I’ll be ending the year with family in Florida, and then going to my favorite place on Earth to celebrate New Year’s—St. Barts! We have some really exciting launches coming out right at the start of the new year, so I’m looking forward to 2025!
Danielle Bernstein
All images: Courtesy of WeWoreWhat
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