Joe’s Jeans is entering influencer territory.
The denim company has tapped Danielle Bernstein of the fashion blog We Wore What for its first influencer product collaboration. The partnership includes the creation of a new silhouette, aptly titled “The Danielle,” that comes in a high-rise, vintage-inspired straight-leg style designed from scratch by Bernstein.
Danielle Bernstein modeling “The Danielle” jean, $198, from her We Wore What x Joe’s Jeans product line.
“I’ve always loved wearing high-waisted jeans, but could never find a pair that was high rise enough to my liking, but also flattering on the hips, legs and butt,” said Bernstein, who met the Joe’s team at a brand activation last summer. “I was always going to vintage pairs of jeans that were one-offs and there was never that perfect balance that I was looking for and a lot of my peers and friends are looking for. So I set out to create that.”
Suzy Biszantz, Joe’s president and chief executive officer, said the choice to do an influencer line felt appropriate both because of Bernstein’s vision and “the way marketing and advertising has shifted.”
“It’s a combination of an authentic relationship and having the opportunity to work with somebody so respected in the industry,”