It might be fair to call Emily Schuman the O.G. of style bloggers: She started Cupcakes and Cashmere back in 2008 and since then has gotten married, had a baby, penned a book, and landed all kinds of big-time deals, including her latest, a clothing collection available at Nordstrom and Shopbop (and, ahem, she’s still blogging). Created with BB Dakota, the range includes dresses, tops, and bottoms that evoke Schuman’s laid-back, feminine style, and with most right around $100 (nothing will destroy your budget).
AMSFTV: Walk us through the process that you went through to actually bring this collection to life.
Emily Schuman: It was months in the making—18 months to be exact—and I was present at every decision-making step. We started by coming up with inspirations centered around three thematic locations: Los Angeles [as] edgy, urban; San Francisco [as] preppy, polished; Malibu [as] relaxed, trendy. I was obsessive about the fabrics and the naming conventions of each item. They’re named after places I love, like the first street I lived on when I first moved to L.A.
AMSFTV: Why did you pick BB Dakota as the brand to collaborate with?
ES: I have more than my fair share of BB Dakota’s famous printed cardigans hanging in my closet, so suffice it to say, I’ve been a fan of the brand for many years.
AMSFTV: What was it like to jump from being lifestyle blogger to fashion designer?
ES: It was labor intensive to say the least…I was juggling both simultaneously. They do have some similarities in the sense that I was shaping a brand around the things that make me happy.
AMSFTV: Who is the Cupcakes and Cashmere customer?
ES: The Cupcakes and Cashmere woman is someone who’s balancing a lot between her job, a relationship, friends, and family but still wants to look pulled together with minimal effort—like me.
AMSFTV: Name three pieces every woman needs from the collection.
ES: That’s really hard—there are 40 pieces! My favorites include a sheer drop-waist white dress that I think is the perfect feminine piece you can wear everywhere, an army green anorak you can cinch at the waist so you’re not swimming in fabric, and a pair of gray leather shorts that’ll work for both summer and fall.
The entire range is coming to Nordstrom in three installments. The first is already up and ready to be shopped, but the second and third are coming throughout the end of July and August. While you’ll have to wait to actually score any of those items, we’re doing you a style solid and sharing some of our favorites pieces from the upcoming deliveries.
Coming end of July: Big Sur dress, $110
Coming end of July: Sequoia sweater, $115
Coming end of July: Windsor coat, $170
Coming end of July: Bradburry jumpsuit, $130
Coming end of July: Sutter jacket, $120
Coming end of July: Wiltern jacket, $390
Coming end of August: Eagle Rock dress, $110
Coming end of August: Montecito skirt, $95
Coming end of August: Greystone shorts, $205