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.