When news came out that Something Navy, the most recognisable influencer-led fashion label, had turned off the lights, the online fashion community took a deep breath. The brand had been the epitome of what’s possible from personal blogger to international business, and even though it came as a shock, its closure represented how fast the digital fashion world changes.
Something Navy was more than a clothing brand; it was a movement. It started as a blog and became a fashion juggernaut that influenced the way like-minded influencers launched businesses. For Arielle Charnas, the founder and face of Something Navy, this brand was more than a business; it was definitely an extension of her style and part of her identity.
What’s Next After Something Navy Shut Down?
Something Navy flipped the script on how influencers engage with the fashion space. Before Arielle, influencer collaborations with retailers included small capsule collections or affiliate marketing. Arielle demonstrated it was possible for an influencer to develop a fashion label that was on par with legacy brands. Her early collaborations with Nordstrom sold out in hours, which proved demand not only for Arielle’s style but also for her ability to convert that style into wearable products.
Buying a product wasn’t just an influencer purchase; it was a lifestyle purchase. As the brand broadened into brick-and-mortar locations and its own e-commerce experience, it was introducing a new era of what digital-first fashion could be. Something Navy demonstrated that the line between influencer and entrepreneur had been blurred for good.
Why the Something Navy Closure Shocked Fans?
While rumours of operational challenges had surfaced, the news that Something Navy was closing shocked devoted followers. For years, there was Arielle projecting an image of success—continuous fashion drops, millions of followers, and a company that seemed to have partnered with the influencer economy.
Supporters certainly were expecting delays, controversy, bumps in the road—but not a closure. After all, Something Navy had made it through the pandemic, scaled up operations, and had a robust social presence.
The surprise also hints at a bigger truth of the influencer economy: Much of what we see on social media is just the highlight reel. Beneath the perfect photos and curated campaigns, the realities of what it actually takes to run a retail brand are much more grey.
A Look Back: The Growth of Something Navy
The rise of Something Navy starts with Arielle Charnas in 2009. Charnas partially developed her brand with a blog dedicated to everyday outfits and her lifestyle. The relatable aesthetic of her pages, which consisted of standard pieces, wearable fashion, and just a hint of New York attitude, generated a loyal following quickly.
The opportunity to post on Instagram helped expand her following across social media, and by the mid-2010s, Arielle had become one of the biggest style influencers in the country. It was April 2018 when Arielle partnered with Nordstrom, and it was the first time that a social media influencer was not just promoting products, but co-designing products.
When the collections consistently sold out, it became evident to Arielle that she had something larger on her hands. Something Navy became a brand of its own in 2020, and fans lined up- both virtually and in person- to purchase pieces that represented Arielle’s unique style.
From the outside looking in, it seemed like a fairytale. A blogger-turned-founder was launching a fashion company that had it all: buzz, demand, and a loyal audience. However, behind the curtain, the challenges of scaling a fast-growing brand began to catch up with Arielle.
From Blog to Multi-Million-Dollar Brand
The evolution from blog to brand was one of the historic moments in influencer history. Arielle took the relationship she had fostered with her audience and converted it into a business model.
Some key milestones are:
- Selling out of successful Nordstrom capsule collections in hours.
- Launching Something Navy’s e-commerce site, as well as their first brick-and-mortar store in 2020.
- Expanding into new categories like loungewear and children’s wear.
- Building a dedicated team and landing investor funding to grow the brand.
Why Did Something Navy Come to an End?
Something Navy didn’t end because of a single mistake. It was all of the little things, combined over time, that became too heavy to carry.
Operationally and Financially Challenged
Scaling a fashion business is very expensive. Something Navy had to put capital into supply chains, inventory, and retail locations. When any of these things didn’t work, the impact was felt immediately: delayed delivery, unhappy customers, and wasted money.
Retail locations were fun, but ultimately financially burdensome. In a post-COVID world, foot traffic never returned, and it was increasingly hard to justify a physical location.
Additionally, investor expectations grew. There are aggressive growth targets when you’re running a large company, and fashion is an extremely unpredictable business.
The Difficulties with Scaling an Influencer-Led Business
However, the biggest challenge was balancing scale with authenticity. Something Navy’s growth and scale made it less personal. The brand focused less on curated collections and more on mass production, which diminished its original charm.
As influencer culture matured, followers became more connected to authenticity than perfection. Something Navy, and its high store locations and structured releases, began to feel out of touch with those needs.
Key Lessons from the Collapse of Something Navy
The emergence and demise of Something Navy offer key lessons about influencer branding in a modern digital economy.
Growth is not everything
Bigger is not always better. Brands that grow too quickly typically compromise the authenticity of what made them attractive in the first place.
Influence has a shelf life
While personal influence can help start a brand, reinvigorating influence requires breakneck speed evolution – and true engagement, not just nice-looking content!
Business is more than aesthetics
While creative vision is very important, in the end, it is about logistics, finance, and operations. Like other big-name influencers, these cases are starting to form partnerships with experienced parties.
Conclusion
The shuttering of Something Navy is not a failure – it’s a metamorphosis. Arielle Charnas, a former influencer fashion pioneer, is leading a new kind of movement. One that is less about clothing and more about connecting. Less about growing and more about personal and community grounding.
Frequently Asked Questions
It ultimately went out of business due to financial trouble, operational issues and hurdles scaling the brand in a post-pandemic retail world.
Not at the moment in a brand-led world, but she still really shares her style and may dip her toes in fashion in a more curated way.
She’s focused on content creation from platforms like Substack and is kind of recalibrating with her audience by blogging!
There is a small chance, but if she does, it will likely be smaller, slower, and her brand will be value-based.