LAUNE x New York is my Boyfriend
New York is my Boyfriend™ is rooted in the energy of the city and the people who shape it. Founded by Daniela, whose background is in beauty and fashion, the brand began with a single baby tee created for a pop-up at the former Barneys New York. Worn by the likes of Brooks Nader and Paige Desorbo and designed to feel both personal and distinctly New York, it quickly became a reflection of the city’s subculture—sometimes chic, sometimes playful, always with edge.
Inspired by what she sees and experiences every day, Daniela approaches the brand instinctively, drawing from the streets, art, and the constant movement that defines New York. Below, she shares how New York is my Boyfriend™ came to be, what inspires her, and what’s ahead.
1. Tell me about yourself and New York is my Boyfriend. How was it created and what inspired the name?
Hi! I’m Daniela, the founder of New York is my Boyfriend™. My background is in Beauty and Fashion, most of which experience is from my tenure at L’Oreal (which I adored). While gaining experience in these iconic industries, I knew I had to be a part of it in a bigger way-completely on my own, and with my own brand. This was always the goal since I was a young girl.
New York is my Boyfriend started after I signed up to for a pop up market held at what was once the iconic Barney’s New York. The location was my dream, I knew I had to be a part of it but I didn’t even know what I was selling until I got accepted. When I thought about the crowd that would be attending this pop up, I knew I had to give them something unique and representative of the city-but with an edge. And that is how our New York is my boyfriend Baby Tee was born.
2. What is the LAUNE (mood) of New York is my Boyfriend?
sub-culture, sometimes chic sometimes cute but always with edge, girls that get it
3. What inspires you?
EVERYTHING. Everywhere I go, everything I watch, I am inspired by an old painting in the background or the coat of someone walking by. Sometimes I snap a photo and sometimes I just let it marinate- I never know where a piece of inspiration will lead me.
4. What do you love about New York?
The streets are filled with electricity. You could have had the longest night of your life but somehow, once you step outside, you suddenly have energy to go meet another friend or take a walk to grab coffee. I love feeling like a small fish in a big pond-that there’s so much more to still see and explore about the city no matter how long you’ve lived there.
5. Which New York neighborhood has the best style?
The UES
6. What are you looking forward to in 2026?
Continuing to grow as part of the subculture of the city. I want to grow this brand and a community but in a non-traditional cookie cutter commercial way.
7. What’s next for New York is my Boyfriend?
Over the next two months we have some huge milestones. We have our first collab collection for Valentine’s Day coming out, we are joining COTERIE for our first tradeshow pop up at the iconic Jacob Javits Center in NYC, we are launching an ambassador program, and we are working on a coffee collaboration. Follow us on IG to stay tuned ;)
Rapid Fire:
1. Describe your style in three words.
OOOOF this is hard to pin down - Edgy, Vintage, and sometimes Grandiose
2. Favorite New York is my Boyfriend piece?
The baby tee, it’s the perfect fit, font, and size logo
3. Favorite brand?
Right now, I’m loving Willy Chavarria (FYI I answered this before his Paris 26 show)
4. If you could only wear one designer for the rest of your life, who would it be?
Impossible
5. Dream collab?
Our own shop in the Bloomingdale’s NYC Flagship
6. What are three staple items that every closet should have?
a pair of black boots that help dress up any look
the perfect pair of low waisted jeans mine are from the GAP (not too loose or too tight)
a staple designer bag - it doesn’t need to be new but one you can wear over and over again to spice up your look
7. Favorite place?
In the city? Depending on the day - Central Park (for fun and activity) or the Garment District (for work and creativity)
8. Favorite restaurant in New York?
La Masseria for date night or family dinners (OG Italians from Calabria like my family) or Pastis for girls night out
9. Favorite drinks spot in New York?
Also, Pastis
10. Favorite style icon?
Audrey Hepburn
11. Favorite movie?
Princess Diaries (duh) and Marie Antoinette
12. What are you loving right now?
Head accessories and lace
LAUNE x New York is my Boyfriend
LAUNE x New York is my Boyfriend
