Powerhouse fashion influencer turned entrepreneur Danielle Bernstein, founder of the celebrated lifestyle brand WeWoreWhat, partnered with global beauty leader Parlux to launch her debut fragrance, WeWoreWhat 001, in November 2024.

Known for her talent in interpreting fashion trends and creating affordable luxury lifestyle pieces through real-time, social media-driven marketing, Danielle’s entry into the fragrance world was a natural progression. Her lifelong passion for scent and her innovative approach to branding propelled the launch to immediate success, with the fragrance selling out within minutes on its direct-to-consumer site.

Developed in collaboration with acclaimed perfumer Jérôme Epinette of Robertet, the WeWoreWhat 001 fragrance is a sophisticated woody gourmand. It strikes a perfect balance between the richness of warm woods and sensual musk and the creamy notes of fig and amber.

The packaging reflects Danielle’s impeccable taste and design aesthetic, taking inspiration from the elegant interiors of her New York City loft. A travertine-inspired finish paired with an antique brass plaque evokes timeless sophistication, while the uniquely shaped cap—reminiscent of the loft’s sleek, modern concrete details—transforms the bottle into a luxurious statement piece that encapsulates Danielle’s enduring sense of style.