WILDFANG
A CONVERSATION WITH WILDFANG CO-FOUNDER EMMA MCILROY
On the heels of Wildfang’s release of their stunning line of size-inclusive suiting for women, Wildfang co-founder Emma Mcilroy sat down for a conversation with Atlas on building a brand, using your voice in the fashion industry, and defining success. For those who don’t know Wildfang, Emma describes the brand as the home for badass women. “We exist to break down the gender stereotypes that exist for women -- in what they wear and who they want to be. Whether she needs a great suit or a beer, we've got her back. Because fighting the patriarchy is tiring.” Launched five years ago (but in progress for about seven or eight), the idea started in a mens department at Urban Outfitters. Originally from Ireland and currently living in America, Emma comes from a background at Nike. Dubbing herself a “brand nerd”, she loves to create powerful emotional connections with consumers and inspire them. “Having the opportunity to build a brand from the ground up has been a phenomenal privilege”. The typical Wildfang consumer is coastal, urban, liberal and “loves to steal her styles from the boys. She is prepared to break rules when they don't make sense and wants to make her mark on the world.” CAN YOU TELL US A BIT ABOUT THE INTERSECTION OF FEMINISM AND FASHION WITH WILDFANG? I think feminism and fashion have always been deeply connected. In the push for gender equality and equal rights, women have worked hard to smash the boxes they've been put in -- that includes the roles they perform, the careers they take on and the clothes they have access to. Fashion gave women another way to express themselves and rebel against the conventional gender norms that they'd had forced upon them.
Each of us has a responsibility to give back to the communities who need us most and use any platform we have to be a voice for change
Using Wildfang’s platform to voice social issues is important to Emma, and to the brand. “We all have bigger problems than finding a new pair of jeans. Women are losing the right to control their own bodies, kids are being deported, we have a President who grabs women by the pussy and the poor just keep getting poorer. Each of us has a responsibility to give back to the communities who need us most and use any platform we have to be a voice for change.” Emma and Wildfang are doing just that. With the introduction of their size inclusive suiting, up to a size 20, the brand is a firm believer in true industry inclusivity. “We want to create change in the industry and we have feminism at our core. That means we need to represent more women and have the ability to serve more women. Size inclusivity and body diversity is a huge part of that.” HOW DO YOU FEEL THE PUSH FOR INCLUSIVITY IN FASHION IS COMING ALONG? Terrible. Topshop goes up to a size 14 or XL. AYR goes up to a 10 or XL. Most of Zara's styles go up to an XL. And none of those sites shoot the styles on multiple body types. They all shoot on a size 2 or 4 model. We just have a long way to go. We need to make clothing for more women and we need to show more body types in the marketing of clothing. I'm not saying that Wildfang is leading the charge -- I'm just saying we are working hard to be better. With amazing feats from a collab with OBEY to a campaign to save the last abortion clinic in South Dakota, Wildfang is now opening its newest store in New York this coming May at 252 Lafayette. “That's a huge deal for us. We've been dreaming of this moment for YEARS. We are so excited to bring WIldfang to New York. You might even see a Wildfang store in LA by the end of the year–– watch this space!”
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