The recently launched Cupcakes and Cashmere collection for Nordstrom is a carefully curated line of laid-back wardrobe staples. Designed by Cupcake and Cashmere's Emily Schuman, the line is a subtle balance of versatility and of-the-moment styles. In a move that aligns both brands, the partnership will aim to redirect the success of the lifestyle blog into a direct sales channel.
The much-anticipated Cupcakes and Cashmere capsule collection for Nordstrom is a great example of a dynamic partnership between a retail powerhouse and one of the pioneer lifestyle blog brands. By leveraging the online popularity of an influencer such as Emily, Nordstrom can reach out to an entirely new audience while solidifying relationships with its base clientele. The innovative partnership is also sure to boost brand affinity with consumers.