What happens when one of the favorite lifestyle gurus of the under-35 set wants the perfect wardrobe? She designs it, of course! Emily Schuman—whose 6-million-visitors-a-month blog cupcakes and cashmere chronicles her love of all things fashion, food, home decor and DIY—is launching a new clothing collection at Nordstrom this month. (You may have read something about it on WWD, Who What Wear and the list goes on…) We caught five minutes with the busy L.A.-based entrepreneur, wife and mom of baby girl Sloan to get the scoop on her latest project.
cupcakes and cashmere designer Emily Schuman
Describe your new collection in three words.
Feminine. Classic. Tailored.
What influenced you most in designing the collection?
I created pieces that I wanted in my closet—things I’m always reaching for whenever I head out to brunch or a business meeting. I was influenced by street-style photography featuring impeccably dressed women who always seem to have perfectly tailored wardrobes.
Tell us about your connection to Nordstrom.
When I first got into fashion in high school, the BP. department was my favorite place to shop. My style has changed a lot since I was a teenager, but I’ve simply moved around departments within Nordstrom and have always been a loyal customer. I love that it’s a consistently great shopping experience, and the customer service is the best. When I found out Nordstrom would be carrying my line, I was so happy I cried!