WeWoreWhat, the fashion brand and blog by Danielle Bernstein, is venturing into the world of fragrance with the debut of ‘WeWoreWhat 001’.

The new scent, launching in partnership with global beauty company Parlux, is inspired by the luxuries of New York City. 

“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.”

Epinette, senior perfumer at Robertet, developed WeWoreWhat 001 by combining creamy fig and cardamom with earthy patchouli and coconut water, elevated by warm notes of amber and cedarwood.

“This collaboration was about capturing the perfect duality – a pairing of exquisite warm woods with more pronounced creamy notes and subtle gourmand inflections,” said Epinette. “This envelops the wearer and brings something all-together comforting, indulgent, and entirely addicting.”

The new scent is complemented by a bottle design reflecting Bernstein’s New York City loft aesthetic, with a travertine-inspired finish, antique brass plaque, and a uniquely shaped cap mimicking her home’s modern concrete accents.

It will debut exclusively via WeWoreWhat online, with a wider release at Ulta Beauty in spring 2025. The fragrance is available in two sizes: a 3.4 fl. oz. Eau de Parfum Spray ($79) and a 0.34 fl. oz. travel-size spray ($28). 

“Partnering with Danielle Bernstein was a natural choice as Parlux continues to expand its diverse brand portfolio,” added 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.”