The Success of Second Skin Overalls

Danielle Bernstein has made a name for herself in the fashion industry over the past few years. The 24-year-old fashion blogger, influencer and businesswoman can now add “denim designer” to her already impressive resume.

Bernstein is the founder and brains behind We Wore What, a beauty, lifestyle and home/interior blog. Bernstein also has a large presence on Instagram, where she has been able to gain recognition as a fashion influencer and turn a profit — it’s reported that she makes $15,000 per post on Instagram. On top of that, she receives healthy income from the brand deals she has with companies like Macy’s that pay her to feature their products on her blog. So, with an already impressive net worth, why would Danielle Bernstein feel the need to take on another expensive and time-consuming project?

Fashion, like the rest of the world, is making a digital transition. Fashion bloggers can have an enduring business, but they often have to do better than posting their outfits on Instagram. They land magazine covers, score beauty contracts and collaborate with other companies on a product that is specific to their brand. Chiara Ferragni of The Blonde Salad is one of the most successful examples of a fashion-blogger-turned-businesswoman. With over 7.5 million followers on both her personal and company Instagram, Ferragni has achieved major success in the fashion world. She was reportedly making $8 million in revenue in 2014. The majority of Ferragni’s income comes from her popular clothing and accessories line, The Chiara Ferragni Collection, which she both created and financed herself.

Similar to Ferragni, Bernstein’s large social media presence and money from blogging helped her both launch and finance projects independently. Her line of denim is called Second Skin Overalls — a play on of her blog’s tagline, “Overalls are my second skin.” Although Bernstein has previously collaborated with companies like Topshop and Onia with clothing and jewelry lines, this project is special to her because she took part in every single aspect of the production from design to merchandising to building the website. After its release on October 20, it made $70,000 in the first three hours and the sales are still going strong.

Being a fashion blogger in 2016 is more than just being a blogger: it means being an innovator, businesswoman and a hustler. Building your business as a blogger is the key to one’s success and longevity, as shown by Danielle Bernstein. However, her success was expected, since she had a large following beforehand. Given that blog followers trust bloggers’ style and look to them for inspiration, it makes sense that a fashion blogger would release a clothing line. In an interview with Elle Magazine, Bernstein spoke candidly about how her online following largely influenced the final product.

“We wanted high quality denim, but it’s important to me that my followers can actually afford this line,” Bernstein said. “My girls are younger, and so even though we could have charged double or even triple the [$200] price, we’re ‘down-charging’ for now—taking a bit of a loss on profits to help build the brand.”  

Want to see what all of the buzz is about? You can buy a pair of these overalls at

Michaela Hoffman is a staff writer. Email her at

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