Danielle Bernstein’s Apparel Brand WeWoreWhat Enters Fragrance Category with Parlux

Danielle Bernstein, founder of fashion blog and brand apparel brand WeWoreWhat is entering the fragrance category with the launch of a new perfume with Parlux.

Bernstein says the brand’s introduction of fragrance is a natural next step as WeWoreWhat seeks to transform into a lifestyle brand.

The new fragrance, WeWoreWhat 001, is a woody gourmand inspired by the luxuries of New York City and captures the essence of modern elegance and style. Developed by Robertet Senior Perfumer Jerome Epinette, the fragrance personifies the essence of the effortless trendsetter with fig and cardamom, blended with patchouli and coconut water with notes of amber and cedarwood, per marketers.

“Creating this fragrance has been a passion project for me,” said Bernstein. “I’ve been obsessed with scent for as long as I can remember, always mixing different fragrances to find my perfect blend. With WeWoreWhat 001, I wanted something familiar yet exciting—balancing warmth with soft, seductive notes for a timeless and elegant feel. In collaborating with perfumer Jérôme Epinette, we crafted a scent that feels completely addictive and embodies everything I love.”

Unique Packaging

The bottle design and packaging aim to reflect Bernstein’s personal taste; the unique bottle draws inspiration from the chic interiors of her New York City loft. Crafted with a travertine-inspired finish and adorned with an antique brass plaque, the uniquely shaped cap mimics the modern, high-end concrete elements that fill her space.

“Partnering with Danielle Bernstein was a natural choice as Parlux continues to expand its diverse brand portfolio,” said Lori Singer, president of Parlux Ltd. “Danielle has proven she is at the top of her game in the fashion space; she has her finger on the pulse, and her customers and fans respond and take action, as seen with the success of her direct-to-consumer business. This aligns with our strategic vision of collaborating with founders and brands to bring exciting and unique offerings to the market that fuel customer demand.”

WeWoreWhat 001 debuts exclusively on WeWoreWhat.com before launching with Ulta Beauty in Spring 2025.

The fragrance is available in both a 3.4 fluid ounce/100 ml eau de parfum spray, which retails for $79, and a 0.34 fluid-ounce/10 ml eau de parfum spray, which retails for $28.