Something Navy Launching Namesake Collection at Nordstrom

When you come across Arielle Charnas’ Instagram, she checks all the boxes of a good influencer: massive following? 1.1 million to be exact. Meticulously-curated feed? Check. Impeccable style? Check. It’s easy to throw Charnas, the blog Something Navy, which she started in 2009, in the growing pool of influencers leveraging their social influence to launch their career, but she’s nothing like her peers. In fact, no other social media influencer can boast about inking a multi-year partnership with a retail behemoth like Nordstrom. And Charnas most certainly can.

Following the success of her 2017 collaboration with Nordstrom’s in-house label Treasure & Bond, which sold over $1 million in just 24 hours, Nordstrom granted the social media star her very own stand-alone collection. Charnas has complete control over the line, which will launch with apparel, accessories, and jewelry on September 24, sold exclusively at the luxury department store. Sizes run from 00 to 18.

Elevated basics is the entrepreneur, wife, and mother of two’s design aesthetic. That sees Charnas taking everyday staples like blouses, dresses, blazers and dipping them in vibrant colors and feminine prints. While people usually reach for neutral, muted tones during the fall season, Charnas’s upcoming collection adds a pop of color, with cheery pieces like a bubblegum pink blazer or a light blue teddy coat.

Ahead of the collection’s official launch, we caught up with Charnas about designing with data, resisting the urge to filter, and

What made you want to design with Nordstrom?

I grew up shopping in Nordstrom, I’m from Long Island so it’s pretty much my go-to store for everything. I really felt like all of my followers are that “Nordstrom girl” and when we first collaborated on the Treasure & Bond collection, working with their team was so organic and I just learned so much. After the success of the collaboration, it was really a no-brainer to launch my brand at Nordstrom.

What can we expect?

We’re launching shoes, apparel, jewelry, and accessories like belts, scarves, and headbands. Everything about the Something Navy brand is inspired by our followers, so it’s really a line made for them. With Instagram, it’s really incredible the data I can collect from affiliates and swipe-up’s and just be able to see what it is they’re looking for that they feel is missing from the market. I also base everything off of my engagement; if I post a sweater in a bright color or a blouse with a strong shoulder, the reaction really helps me to create pieces at an accessible price that they’re all looking for. Everything that we’re launching ranges from really chic to everyday t-shirts with a bit of edge to them, blouses, mini dresses, statement coats, and bright color sweaters. I noticed my followers especially love bold colors when it comes to fall and winter gear. But then I always make sure to include those staple colors like camel, grey, black, navy, and white.

How was designing this collection different than designing for the Treasure & Bond collaboration?

This collection was purely based on the Something Navy girl. Treasure & Bond is a little bit more bohemian, downtown girl. Something Navy is a little bit more of a mix. I just really based every piece in the collection on what I think my followers want to wear every single day.

How would you describe the Something Navy girl?

She’s feminine, she’s passionate about her job and career, she likes to go out, she likes to be the girl that stands out, she’s not afraid to wear a pair of heels—she actually prefers it. She’s the girl that loves fashion but still wants to feel comfortable by incorporating a trendy fashion piece into her outfit without feeling like she’s stepping too much out of the box.

Something Navy x Nordstrom

Something Navy/Nordstrom

You designed the collection while pregnant with your second child. How did you balance motherhood and producing the collection?

It was a struggle and you take each day as it comes. I try to make the next day better than the last and I try to prioritize special time with my kids and my husband, like right now they’re sleeping so this is my primetime at work. For traveling, I don’t go away for more than two days so I limit my travel days; sometimes my husband will join me so we have that time together. Also, my office is literally attached to my apartment building so I can walk back and forth if necessary.

How has Instagram helped your business?

Instagram created my business. I started Instagram in 2012 with just my blog and I already had a following but I think it’s the reach that was so incredible. I think girls really appreciate getting a quick fix, not having to go to a blog and read a whole story—sometimes you just want to see a photo for a quick idea of what you’re wearing. Instastories as so beneficial to me because most of my followers prefer when there’s a story behind my photo. Then they understand what’s happening behind your Instagram, you’re able to explain those photos in your story and it makes them feel like we’re friends.

How have you managed to turn your followers into loyal customers?

I’m always so open and honest on my Instagram, I really don’t sugarcoat anything or photoshop my photos or try to find perfect backgrounds to take my pictures, everything is very impulsive. I don’t plan anything out, my Instagram Stories are super organic and real. Staying true to who I am made me more relatable, so when I promote something, whether its from a restaurant or company, they trust my opinion.

What does being a businesswoman mean to you?

Attempting to do it all—being a mother, a wife, a sister—and also going after what you’re passionate about. It’s about not letting the tough times break you and just working through challenges. It’s about being confident and believing in what your passionate about. As long as you don’t lose sight of what makes you happy—that’s the key to a successful business. I started this because I love putting together outfits and posting them, and I’ll never stop doing that. Now, creating those outfits based on what I need in my wardrobe and what my followers need? That’s the best feeling in the world.