Nuuly on Wednesday unveiled its partnership with Netflix and Shondaland’s hit television show “Bridgerton,” ahead of the Season Four Part One release on Friday. The collaboration will encompass working with four women designers on a Regency-inspired capsule collection — and will be released alongside the premiere of the second part of Season Four.
Nuuly said the collaboration was created to allow consumers and fans of the show “live like a Bridgerton,” but in the modern day, with the collection specifically designed for everyday wear. While the show is rooted in escapist fantasy, the company focused on “making getting dressed every day creative and fun.”
“Nuuly jumped at the chance to work with Netflix and ‘Bridgerton’,” Sky Pollard, head of product at Nuuly, told WWD. “The show is a cultural phenomenon that has influenced how people think about fashion, romance and expression. ‘Bridgerton’ has sparked a global interest in this period of intensely feminine fashion and Nuuly had the opportunity to bring a fresh, modern interpretation to the ‘Bridgerton’ universe. We have approached our collection in a way that feels authentic to Nuuly’s mission — democratizing access to exciting, inspiring fashion and giving people new ways to explore trends without commitment.”
The four independent women designers selected for the collection are Guixio, Fashion Brand Co., House of Aama and Studio Tessa Gay. Pollard said the designers were selected because they have a wide range for their target audience but align with the “Bridgerton” aesthetic and storytelling through their products and brand DNA.
“House of Aama, Guizio, Fashion Brand Co. and Tessa Fay represent common themes of romance, inclusivity, feminism and diversity in their own way,” explained Pollard. “The collection is focused on familiar shapes like corseting, Empire waistlines and feminine details mixed with unexpected and playful elements to help showcase the modern version.”
Nuuly said the capsule collection is reconceptualizing Regency-era fashion with styles that merge historical elegance with contemporary silhouettes. The co-creation of the 24-piece collection offers a variety of pieces, including blouses, matching sets and formal maxidresses.
Moreover, the collection translates the love story of Season Four with Benedict Bridgerton (Luke Thompson) and Sophie Baek (Yerin Ha) by focusing on the details. Pieces selected embody elegant silver tones, toile prints and botanical florals and are paired with hourglass silhouettes, corsetry and delicate drapery.
Across the capsule collection and wider partnership, Pollard said that Nuuly looked to blend “Bridgerton’s” romance and opulence with the company’s modern and playful style, showcasing collections that span casual and occasion that feels aspirational yet wearable, highlight each designer’s point-of-view while keeping it cohesive to Nuuly’s visual language, encourage wardrobe wearers to pair their “Bridgerton” pieces with its product offering, reflect the diverse casting and styling audience that watches the show and lean into the witness that’s at the core of both the show and the company.
“At Nuuly, we believe getting dressed should be a fun and creative adventure. The ‘Bridgerton’ fans want to ‘live like a Bridgerton’ in a way that feels relevant to their modern lives. Our approach was to ‘Reimagine Regency,’ not replicate it. We hand-selected this group of designers for their unique perspectives, allowing our subscribers to express themselves through ‘Bridgerton’-inspired pieces that reflect their own personal style,” concluded Pollard.
The Nuuly x Bridgerton capsule collection launches on Nuuly’s website on Feb. 26 — coinciding with the release of “Bridgerton” Season Four Part Two — with rental of any six pieces for the month available for $98, with sizes ranging from XS to 3X.
