Nordstrom launches collection with Wildfang

By

Jennifer Braun

Published
May 25, 2021

Nordstrom announced on Monday the launch of a new collaborative collection with Wildfang, a brand that challenges stereotypes and gender norms. 

Launching under the Nordstrom Made brand 'BP.',  the collection is designed for women-identified customers with silhouettes that are created to be versatile yet functional. Each piece was carefully sized for a variety of body shapes - with the position and depth of pockets to the widths and lengths of sleeves in mind - allowing women-identified customers to push the boundaries of their style and challenge gender norms.

The collection features jumpsuits, button ups, blazers, statement tees and accessories in a body-diverse size range from $12-$89.

"At Wildfang, we believe that the fashion industry has clung to outdated gender norms for far too long," said Emma Mcilroy, CEO and co-founder of Wildfang.

"We are challenging the idea that women have to dress a certain way, act a certain way or have a certain type of job. We are working hard to make the industry more inclusive with every element of our partnership with Nordstrom.”

The collection is part of an ongoing collaboration with Wildfang, which includes gender knowledge trainings for employees, product research, social responsibility initiatives and marketing research. This work will culminate with a series of BP. + Wildfang collections beginning this month, each complimented with employee trainings.

The employee trainings feature educational content on gender nonconforming styling and inclusive customer engagement and have been happening over the last six months to ensure all employees are equipped to best serve customers before the product has launched in stores or online.

"Wildfang shares in our commitment to our customers through service, quality product and a personalized shopping experience," said Jen Jackson Brown, EVP and president of Nordstrom Product Group. "This collaboration between BP. and Wildfang allows us to educate our employees in order to serve our customers in new and relevant ways.”

Nordstrom is giving five percent of total sales from the BP. + Wildfang collection to Year Up as part of the collaboration.