Blogger Emily Schuman Set To Release California Inspired Clothing Line
Not even a decade ago, the idea that anyone could make a living as a blogger was an absurd notion. Nowadays, however, the internet is king and as such, some bloggers have seized a considerable amount of capital; both social and monetary. One of those blogging giants is Emily Schuman, the creative force behind the ultra chic lifestyle blog, Cupcakes and Cashmere. She founded the blog back at the precipice of the blogging phenomenon in 2008, as a way to document all the things she loved in life. Since then, her following and notoriety have grown exponentially, making her one of the most sought after purveyors of style on the internet and beyond. This blogger, author of 2 best selling books and new mom can now also add fashion designer to her multi-hyphenate moniker, as July 6th will see the online release of her first ever clothing line, issued by fashion brand BB Dakota, to be carried exclusively at Nordstrom and ShopBop. The collection will land in select Nordstrom stores shortly thereafter, on July 10th.
Some may think of Schuman as a modern day Martha Stewart, and rightfully so. Her hundreds of thousands of social media followers would certainly attest to her prowess for capturing the most beautiful qualities of food, DIY projects, beauty and fashion. Her clothing line is an extension of that, employing the kind of artful subtlety that can only be achieved by a true savant.
Read on for an interview with Emily Schuman:
Describe your style in three words
Classic, polished and feminine.
What are your favorite pieces from the collection?
The white chiffon dress and the blue jumpsuit!
What was the design process like for this collection? How long did it take?
From looking for the right design and manufacturing partner, to seeing the initial sketches and sample pieces, down to the final line production was about an 18 month process. Working with BB Dakota has been an amazing experience, from both a business and educational perspective.
What were your biggest influences for the collection?
The collection was designed around three thematic locations, San Francisco (polished, preppy), Los Angeles (urban, edgy) and Malibu (relaxed, trendy), which represent the West Coast aesthetic of my brand and blog. We wanted the line to showcase classic pieces, with a slight twist, focusing on great tailoring and quality materials.
What made you decide to transition into design?
I had worked on several successful collaborations with major brands and we knew there was a market and demand for more, so when we signed with our licensing agency, fashion was the top category we pursued. It took time to find the best partner and I'm very thankful we developed this business with BB Dakota.
What's next for you and Cupcakes and Cashmere?
My immediate focus is expanding the clothing line to additional retailers. We have fantastic launch partners in Nordstrom and ShopBop and there's already been some interest from other stores to carry the line. We're currently designing the Spring/Summer 2016 collection and will be showing that at the largest clothing tradeshow in August. Beyond that, we are in discussions with more licensing partners in different products categories to extend the Cupcakes and Cashmere brand into new retail verticals.