Danielle Bernstein of We Wore What Sets the Record Straight on $15,000 Instagram Photos

we wore what
Photo via WeWoreWhat on Instagram

In May of last year, Harper's Bazaar published an article that described how Danielle Bernstein of We Wore What can make up to $15,000 for a sponsored Instagram photo. The Internet went wild with incredulity that such a narcissistic and vacuous act could make someone rich.

Bernstein was not 100% happy with the coverage back then (“more was revealed than I intended,” she writes in a new article), but as they say, any press is good press and her Instagram following soared past a million followers (she how has 1.4 million). She has now circled back with the magazine to set the record straight by penning an article entitled ‘The Biggest Misconceptions about Fashion Blogging.”

She explains how carefully she has built her brand into a business that other brands can trust to sell their products. Saying “no” to brands that don't fit her aesthetic has been extremely important, and each sponsorship is negotiated with specific terms—in other words, she doesn't make $15,000 every time she posts an Instagram photo.

Fees for partnerships with different brands vary based on the quantity and terms of the agreement. Based off this knowledge, assuming I make 15k per Instagram is simply false.

Besides setting the record straight on that point, the article is a good read for an inside peek at We Wore What's thriving business. Bernstein also reveals she's launching efforts focusing on home and men's style: #homeworewhat and #heworewhat.

What do you think of Danielle's article? Discuss below!

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About The Author

In addition to being editor at IFB, Kristen writes for Forbes, Eat, Sleep, Denim, and her own blog, Stylenik. Previously, she served as the San Francisco editor for Racked, covering the intersection of retail, fashion, and technology. She has written about everything from human cloning to luxury shopping for publications including Wired, Gizmodo, Refinery 29, and the San Francisco Chronicle. She lives in a '70s house in '70s clothes on the Northern California coast. 

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6 Responses

  1. TheNeonFactor

    She’s fabulous! She has definitely earned the right to charge that much for the amount of influence she has.

    • Sarah

      She has photoshopped her body to be smaller numerous times over the course of her blogging career setting a really poor and unrealistic example for the hundreds of thousands of young girls reading her blog. I wouldn’t necessarily call that fabulous.

  2. Angie from reasonstodress.com

    $15,000 is a lot of money!! However, I suppose when you are comparing that to a page in a glossy magazine it really isn’t that much….and if you think about it there is no “interacting” with a page in a magazine!

  3. Kristen Philipkoski

    So true! The quality of campaigns and effort put in by bloggers is often comparable to a glossy mag so why shouldn’t they be compensated similarly?

  4. heathernoire89

    It is highly unlikely if anyone makes some money off of their posts, that they will even think of telling anyone how they really do it. I mean when it comes right down to it. A lot of people buy followers ext to even be considered worthy of brands to work with them. True artists, designers, and brand minded people work honestly to get where they are and give helpful advice to others in the process. Nice post. 🙂 http://www.bauchlefashion.com