The Future of Fashion is Female

The Future of Fashion is Female

Feminist brand Northern Fashion launches in stores at The Market at Macy's.

Feminist brand Northern Fashion launches in stores at The Market at Macy's.

Text: Thomas Herd

This past weekend, social-impact fashion brand Northern Fashion officially launched at the Metro Detroit’s Market at Macy’s location in Twelve Oaks Mall. Also available online, the female-focused line celebrated with an event at Macy’s The Market, introducing the brand to both men and women as they shopped.

With the line’s products on full display, Northern’s founders Jenna Hage-Hassan and Ludwin Cruz interacted with customers, greeting them with treats and exclusive discounts as they told them about the brand’s message. Northern aims to encourage a positive narrative while speaking about women by way of fashion. The products speak for themselves. Passionate, not emotional. Leader, not bossy. Determined, not stubborn.

On Friday evening a DJ played music at the event as female shoppers shared their thoughts on the concept. Women ranging from elementary school girls to adult professionals weighed in, divulging their personal experiences regarding inappropriate language related to describing women.

Serene Ozeir, a medical student, purchased Northern’s Stubborn/Determined tee as it spoke directly to her and the challenges she’s faced as an Arab American woman. “Everyone—from peers to coworkers to people in my social circle tend to see a strong, opinionated young woman as an oddity. I’m determined—determined to finish my studies and become the strongest doctor my community has seen,” says Serene.

Despite her young years, even third-grader Sophia expressed her frustration with the way classmates often refer to her as bossy. “I’m not even that bossy,” she said.  “I just hate it so much.  I like joining and talking just like they do, so it’s not fair that they call me bossy.” Sophia bought the Bossy/Leader tee.

Liz, an account manager for a specialty pharmaceutical company has been called everything from aggressive to stubborn to a “know-it-all.” “I feel that the disparity in the language used to describe men and women is NOT okay and should never be tolerated,” says Liz.

For women who are sick of the negative connotation in the language used to describe them, Northern has a t-shirt to address the offensive verbiage. Shop the brand’s products at The Market and Macy’s and online now.

Northern’s Nationwide Expansion

 Across the country, Northern’s uplifting message is starting to inspire female entrepreneur and community role models. One prominent example is wellness icon Ashiko Westguard.

Ashiko is a role model to women across the country because of the daily inspiration she provides via social media. A victim of dire circumstances in early childhood and even abuse as a young woman, Ashiko courageously fought through adversity at every turn in her life to become a successful fashion model, actress, turned health and wellness guru and professional model climber.

Ashiko’s story is one of discovery of self-worth and self-love despite having no outer validation of it for most of her life. Now that she has emerged as a prominent women’s empowerment leader, she’s taken on the duty of reshaping the narrative and teamed up with Northern to spread their uplifting message across the country

Shop the brand’s products at The Market at Macy’s and online now.

UP NEXT

Lolo Zouaï Is On A "High High" With Her Debut Album