Nordstrom on Monday said it is expanding a partnership with fashion blogger Arielle Charnas for an exclusive women's apparel brand called "Something Navy," also the name of her blog.
The brand will be available this fall at select Nordstrom locations and online, in sizes 00 to 18, reflecting Nordstrom's commitment to size inclusivity, according to a company press release.
The effort follows the department store's Treasure & Bond x Something Navy capsule collection last fall, which reached $1 million in sales in less than 24 hours, according to motherhood website The Glow.
Charnas first launched her blog in 2009 with a loose, "outfit of the day" approach, and, through trial and error, honed some serious blogging skills just in time to find early success on Instagram. As a model and a fashionista she has hit on a sweet spot — beautiful but approachable, aspirational but attainable, high quality but not too expensive.
Early on, Charnas realized that, as brands sent her clothing and accessories in an effort to harness her popularity, she had to stick with only those items that she really cared about. In addition to her fashion style, her easy, conversational manner and apparent authenticity have contributed to her followers' loyalty.
Nordstrom first partnered with her three years ago, when she had already amassed a cult following, and that experiment appears to have gone well.
"The Something Navy x Treasure & Bond capsule collection we introduced in fall 2017 really resonated with our customers, and we could not be more thrilled to welcome her back to Nordstrom," Jennifer Jackson Brown, president of Nordstrom Product Group, said in a statement.
The collaboration is part of Nordstrom's long-standing effort, including pop-ups and partnerships with upstart and popular brands, to create spaces and collections that appeal to younger shoppers. Olivia Kim, vice president of creative projects at Nordstrom, has created a series of fashion-focused Space boutiques that have been a winner for the department store, for example.
And the company has been willing to play around with new merchandising concepts, including its merchandise-free "Local" store, its backing of Shoes of Prey custom footwear and concierge service Trunk Club. Of course, experimentation can be risky too: Nordstrom took a big hit, in the form of a $197 million write-down, from its Trunk Club acquisition (that unit was originally founded by Bonobos co-founder Brian Spaly, who continued to lead it at Nordstrom for a time).
The Something Navy tie-up is a more solid play, however, and the retailer already has plans to expand it. "With Something Navy, we are able to give our customers an exclusive new brand based on Arielle's unique aesthetic. The brand will expand into additional categories each season, reinforcing our commitment to introduce exciting new product regularly," Brown said.