Selkie Strives To Make Femininity Inclusive
Selkie, the womenswear brand launched in 2018, catapulted to virality during the pandemic and quickly became a celebrity favorite. Founder Kimberley Gordon also co-founded the popular 2000s brand Wildfox. The brand’s name comes from the mythological beings from Nordic and Celtic folklore. Selkie’s popularity was a reaction to the mundanity of pandemic life, where everyday seemed to pass with no change. The viral sensation which was the Puff Dress resembles a Marie Antoinette costume straight from Sofia Coppola’s 2006 film. With multiple layers of organza, delightfully puffed sleeves and names that sound like goods from a pastry shop, it is femininity at its finest.
Selkie: Today and Tomorrow
The brand’s following isn’t just revolutionary for bringing femininity back into the general consciousness. Despite being a celebration of pastel colors and princess dresses, it doesn’t adhere to the conventional standards of the fashion industry. Its social media pages and runways regularly feature models of all races and sizes. This is a standard that was set from the start. The sizes chart ranges from XXS to 6XL with detailed instructions on finding your best fit.
Today, Selkie has only grown in popularity and shows no signs of stopping. On TikTok, #Selkie has over 130M views and the sought-after Puff Dress has 30M views. Outside of social media, Gordon is transforming the brand into being more than an online sensation. In 2022, Selkie made its NYFW debut with favorable reviews.
The question is will it stay at the forefront of this revival that also houses brands like Sandy Liang or Fancì? For now, it’s hard to tell if Selkie’s popularity is simply due to social media or if it’ll gain a cult following. To become properly established in the fashion industry, you need consistency. Luckily for the brand and Gordon, Selkie seems to have all the time in the world.
All Images Via Selkie Website
Featured Image Via Selkie Website