Wildfang partners with Nordstrom on a gender-smashing extended size line
Wildfang/Nordstrom
Today gender-norm smashing fashion brand, Wildfang, dropped its first of several collections with Nordstrom. The collection includes coveralls and blazers, and runs through size 4X. In addition to the line, Nordstrom and Wildfang have been working together over the past 18 months on a partnership that includes gender knowledge training for Nordstrom employees.
“This collaboration is in response to increasing customer demand to shop and style beyond a single gender binary,” says Emma McIlroy, Wildfang CEO. “Masculine and feminine gender norms have long been a standard in fashion. These things place restrictions on self-expression and individuality.” McIlroy says she’s done with that.
“Once we allow people to fully express themselves it means they get the next job interview, it means they get the next date, and it means they get to walk through the world with confidence and that’s exciting.”
Gender expression can feel particularly restrictive in the plus-size fashion space. Of that, McIlroy says, “Often marginalized groups have a really heavy set of expectations placed on them. I think that’s true of the plus community, and I think it’s true of a number of other communities, including the queer community. Society kind of says, ‘You’re acceptable – if.’ It’s this sense that you get to be here if you look (a certain) way, and I’m just over that.” McIlroy, who identifies as queer, shares that she’s been influenced by what she calls the “anarchy” around gender normative fashion she’s seen in the plus community.
“I’m psyched this collection goes through 4X,” says McIlroy. “I hope people in the plus community adopt it. And if it’s not quite right, let us know. It’s not going to be perfect the first time, but I guarantee we’re not going to stop until we get this right.”
