Team Play: Nordstrom, Wildfang Launch Gender-Fluid Fashion
WWD | May 17, 2021 Wildfang, a fashion label that challenges stereotypes and gender norms, has teamed with Nordstrom’s in-house BP brand to create a gender-fluid collection called BP + Wildfang.
“It’s truly a collaboration of us working with Nordstrom to acquire a Gen Z consumer and create a really exciting line that speaks to their values. We lead with the creative direction. We are creating the marketing campaign and Nordstrom manufactures the line. Each partner is playing to their strengths.” said Emma Mcilroy, cofounder and chief executive officer of Wildfang.
Overalls, button-ups, blazers, statement T-shirts and accessories in a body-diverse size range up to 4X make up the BP + Wildfang collection. The line launches May 24 exclusively at 23 Nordstrom doors in the U.S. and Canada, and on nordstrom.com.
Prices range from $12 earrings to $89 coveralls, representing the low end of Nordstrom’s price spectrum and making the line affordable for the targeted Gen Z audience.
BP + Wildfang has been in the works for 18 months, and according to executives from both parties, the project extends beyond fashion to include gender knowledge training for Nordstrom employees, product style/fit research, social responsibility initiatives and marketing. The training has been happening for six months to help employees better serve customers.