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Danielle Bernstein, the pioneering influencer behind @WeWoreWhat, is getting into major new territory: She’s launching her own fashion line.
While the blogger has previously released a line of overalls called Second Skin Overalls and a swimwear collection with Onia, Danielle Bernstein for Macy’s, launching this week, expands the breadth of that work immensely.
The size-inclusive collection of three-piece suits, bodysuits, dresses and more comes in mostly neutral colorways with several pops of color, with everything retailing for under $100.
“I have been asking to [bring] size inclusivity into my lines for so long, and I’m finally able to do that with the production behind working with Macy’s,” Bernstein told In The Know during a recent interview. “They sort of allowed me to expand my brand in a way that I’ve always desired to, but didn’t necessarily have the capabilities to.”
“It’s a full line of ready-to-wear: So, bodysuits, suits, dresses, tops, blouses,” the Forbes 30 Under 30 alum went on. “Each season, it just gets better and better, and you can expect to find key pieces for your wardrobe that are also really fashion-forward, but wearable and versatile and just easy for everyday wear.”
In addition to representing her biggest foray into design yet, Danielle Bernstein for Macy’s also marks the first time that the Long Island native is using her actual name to market a collection — up until now, she has maintained @WeWoreWhat branding on her collaborations.
“My collection with Macy’s will be the first time I’m actually using my real name, Danielle Bernstein, instead of @WeWoreWhat to produce a line of clothing,” she told ITK, going on to explain the connection that she’s had to the iconic department store since her youth.
“I grew up shopping at Macy’s, so it was a really easy decision to work with them. It’s a huge part of my childhood, and the collection for Macy’s is sort of a nod to my childhood self and to the Danielle I was before @WeWoreWhat,” Bernstein gushed. “It’s a pinch-me moment that I’m doing a line for a department store that I grew up shopping at. I just have so many childhood memories of it. Having my actual name be in Macy’s is just super cool.”
To promote the line on her various social channels, Bernstein enlisted some of her followers for a so-called “real women shoot” that saw women of all ages, sizes and races posing together in select items from Danielle Bernstein for Macy’s, which offers sizes 00 through 24, with the influencer telling us that she “really just wants everyone to see themselves wearing the clothing in one of those girls.”
Another way that she wanted to appeal to her massive base of followers was in the price point: By offering each individual item for $100 or less, Bernstein hopes that her first namesake collection represents an affordable way for women to look chic every single day.
“We really did make the products as low-priced as we possibly could, considering all of the production that goes behind them,” she explained to In The Know. “Being affordable is so important to me, especially for my younger followers and people across the country who couldn’t necessarily afford a $200 swimsuit.”
In the weeks leading up to the release of her first line at Macy’s, Bernstein has been teasing it on both her popular @WeWoreWhat Instagram account and one account that she’s been holding onto for years: @DanielleBernstein.
For her fans, the pieces that they were able to see before the collection’s launch on March 5 were proof that Bernstein’s latest project is filling an underserved hole in the market — and, for that, they’re already grateful.
“Fans have been reaching out and just saying ‘thank you,'” Bernstein smiled. “Like, ‘Thank you for making us feel heard and thank you for listening to us. We’ve been waiting for something like this; we feel like we need something like this.’ Fashion is missing this size-inclusive, affordable [line], but still without sacrificing style or fit or quality.”
Shop Danielle Bernstein for Macy’s, on March 5, here.
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