Nordstrom will explore the intersection of music, fashion and beauty through a partnership with Vevo, the video hosting service.
Starting Monday, a nine-segment series called “Style Mix: Designed by Nordstrom” on Vevo begins, with model Erin Heatherton as host. Each segment will highlight a specific Nordstrom department or category, such as young women, beauty or shoes. The first, about four-and-a-half minutes long, is geared to young men and features rapper and founding member of hip-hop collective Odd Future, Casey Veggies. Heatherton and Veggies are shown in a record store where they check out his first album “Live and Grow;” the two discuss the cover, which he says was photographed in his hometown of Inglewood, Calif., with his cousins in the shot, and then shift to his personal style. He tells Heatherton he’s into streetwear, “dressing regular,” favors hoodies, likes to be comfortable and “kind of fly.” Next, Heatherton is with a stylist where they recreate an outfit reflecting Veggies’ style, with a Basquiat-print T-shirt, olive button-down shirt, a shell top, denim jeans and baseball cap, representing a mix of statement and more basic pieces.
The next segment will be beauty-focused and feature actress, model and singer Hailee Steinfeld. Vevo is owned and operated by a joint venture of Universal Music Group, Google, Sony Music Entertainment and Abu Dhabi Media.