WeWoreWhat's founder on launching her Insta and changing the fashion game in her autobiography, This Is Not a Fashion Story: Taking Chances, Breaking Rules, and Being a Boss in the Big City
Every product on this page was chosen by a Harper's BAZAAR editor. We may earn commission on some of the items you choose to buy.WeWoreWhat's founder on launching her Insta and changing the fashion game in her autobiography,May 8 2020, 10:09 am EDTDanielle Bernstein seems far beyond her 27 years if her business portfolio is any indication.
Below, an excerpt from her new tome, which chronicles the early days of WeWoreWhat and how she blew up just as Instagram did, one follower and one photo at a time.At one point during 2012, I downloaded a new app called Instagram. I definitely wasn’t one of the first people on it. Instagram had been around for more than a minute before I made my first post: a blurry picture of my birthday cake.
“Holy shit,” Jess yelled a few minutes later, her voice already hoarse from screaming over the music.“Your post already has so many likes.”My post had garnered four hundred likes and sixteen comments in less than thirty minutes. I didn’t even know half of the people engaging with me. They were dying to know where they could buy my dress, how they could copy my hair. At that moment my alcohol-addled brain had a breakthrough: maybe Instagram had business potential.
No longer would my readers have to open a web browser to visit the world of WeWoreWhat. Now I was in their pockets, with them all the time. At the tips of their fingers. In theory, Instagram played off people’s obsession with reality TV, let- ting followers see what bloggers were actually wearing while we were still wearing it—even before Instagram Stories. Now I could post in real time. Gone were the days of running home to plug my camera into my computer.
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