In 2020, Selkie went viral on the strength of its puff dresses with whimsical combinations of short skirts, oversize sleeves, and cotton-candy hues. The effect was joyful — think an oversize reclamation of the traditionally feminine aesthetic somewhere between celebration and fantasy. It’s a more-is-more vibe that carries through the rest of the line, from long, flowing dresses to drapey sweats to even swim dresses, which founder and designer Kimberley Gordon promises will make anyone feel comfortable at the beach. (“Why do we have to wear skintight spandex to show our whole bodies?” she muses.) But for all the positive vibes and playful empowerment the company espouses, as Gordon notes, they initially came from a very dark place.
“I went through a really big loss with my first brand,” she says of her time with her previous company, Wildfox. “The name Selkie to me was rebirth, the selkie who will go to see when she finds her skin again. I thought that was appropriate for the brand because I think a lot of times when it comes to clothing, people are quick to brush it off as frivolous. But clothing is such an incredibly important part of who we are and storytelling for our own lives. Creating a whimsical clothing line allows more women to say who they are, and that’s super-important. The identity of the brand is really about self-expression and being brave enough to go against the grain.”
If that sounds a bit like a popular Shondaland series, you’re correct. While Gordon admits she casually watched Bridgerton in the past and took joy in seeing so many Selkie fans tag her in their Bridgerton ball looks, it took designing a line inspired by the show to truly dive in. And a spoiler: She fell in love.
“There are a lot of parallels between my company and the show because it is a story about women’s rights and freedom,” says Gordon. “So, it’s a very interesting collaboration in that sense. And obviously, we love Penelope! It’s [been] awesome to see her get her flowers.”
In order to bring her whimsical designs into the Bridgerton world, Gordon did a deep dive, not only into Regency fashion but also into how the show’s costume designers put their unique spin on the era. While it’s a natural marriage of style, both old and new, she admits a certain amount of happy discovery was involved.
“The main thing that came off to me is that it’s just very playful,” Gordon says. “There’s a sense of humor behind it. I think that’s what really defines Bridgerton; it’s pumping a lot of modern-day freedoms and self-expressions into this very old world. … There’s a lot of pressure there because people are kind of nuts about Bridgerton, and you don’t want to disappoint!”
Fans of the brand will recognize some classic Selkie styles in the newly stocked Bridgerton collection, including the Love Story gown, which features bodice bows and a dramatic bustle. And there are plenty of empire waist options, a staple of both Selkie and the Regency era. But for the first time, there are some very different fabrics in play. Gordon sums it up in one word: texture.
“Brocade!” she laughs. “Bridgerton is really all about the fabric. If you look at the show, it’s very much like a very textured storyline. So, the clothes that they wear have a lot of embellishments and just a lot of feel in general. But it’s so much color as well! That’s a real step away from what we usually do, and it really took the designs into that world. We have some of our classic ball gown-style dresses. And then, we also have some really beautiful sheer cotton long dresses, with beautiful prints designed around the time period. And we have these little cropped military-style jackets, but they’re pink and blue. I’ve seen a lot of the memes of people, like getting dressed up to watch the show on their couch, and certainly future viewings will be in these dresses.”
But there’s one thing Gordon knows for sure: Given how many people grow up with limited clothing options due to having a curvy body type, she wants everyone to feel comfortable wearing her clothes. Selkie designs are available from sizes XXS to 6X — a range that she hopes will allow more people to tell their stories through fashion.
“We’ve spent all our lives without representation, and whenever there was representation on television, it was always the evil stepsister or the mother,” she says about not fitting the classic romantic heroine body type. “We’ve never been the main character. And that’s something that Selkie is trying to say: You don’t have to look a certain way to step up and be your own main character.”
Laura Studarus is a Los Angeles-based travel writer who has contributed to Fast Company, BBC Travel, and Thrillist.
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