With Message Of Self-Love, Nikki Lund Launches Clothing Line At Nordstrom

As of today, fashion designer and Billboard chart-topping singer/songwriter Nikki Lund’s self-titled clothing line “Nikki Lund” is available at Nordstrom. The collection is feminine with a soft edge, reflective of Lund as a woman and new mother.

“I want more for my money as a customer these days, and I want washable clothes, especially as a mom,” says Lund. “Half the time I am wearing my son’s breakfast before work. I want to be able to scrub it off and get out the door. This collection is functional, affordable, washable and wearable. It is also vegan.”

Over the past four years, Lund has grown her bootstrapped her Nikki Lund clothing line into a major business, with a presence in shared storefronts in Dallas, Austin, and Houston, Texas, and coming soon to Los Angeles, California. Lund also sells her fashion online and has made custom pieces for A-List celebrities including Blake Shelton, Carrie Underwood, Avril Lavigne, Miley Cyrus and Britney Spears. She has custom-designed pieces in multiple museums including the Smithsonian. Her design work has been featured in top publications such as Vogue, Cosmopolitan, Harper’s Baazar and InStyle.

“I never planned on being a fashion designer or a singer/songwriter. I grew up writing songs I wanted to hear and sewing clothes I wanted to wear,” Lund says. “I do this because I love it. It brings me happiness. I enjoy the process of creating something out of nothing. What an incredible concept! We are all creators. I feel my mission is to be genuine in my creative process and hopefully, over time, to tell a story that my son and younger generations can be inspired by. Live what you love, and love what you live.”

Lund collaborates with her brother Trevin Lund on music, offering a free song download with every clothing purchase. “My brother and I have always been twin souls who are passionate about fashion and music, about helping and uplifting people,” Lund says. “He and my mom, Laurie Lund, had a company called Uknighted Denim that was very successful. We both distributed music with our clothes. Music and fashion symbiotic as seamless lovers.”

Currently, Lund has a spring collection with plus-sizes available. “Healthy self-esteem is critical for building new relationships and meeting with success in life,” she says. “Wearing clothes that make you feel good about yourself is so important!”

Lund herself didn’t always enjoy a high degree of self-confidence. As a child and teen, she was obsessed with her weight and developed a severe eating disorder. At the time, in the 90’s, the pre-teen, “heroin chic” model look was all the rage. Images were everywhere of bone thin women and girls. Lund describes herself as naturally curvy. She was teased in school, called a “dumb blonde” and “fat” because she wasn’t super skinny. So, she tried to control her anxiety by not eating. “Starving myself was something I could control,” she says.

As she grew older and had the proper treatment to recover, Lund realized that she was taking in everyone else’s toxicity and opinions of what they deemed beautiful. She explains, “The anxiety, pain and depression of adolescence was overwhelming and beyond scary. I was too embarrassed to say, ‘I am sick. I need help.’ The Nikki I was then needed an older, wiser, more confident version of herself to look up to who could say, ‘This toxicity doesn’t belong to you. You are beautiful and enough just as you are.’”

Now, as a fashion designer, singer, and mother, Lund is committed to being that role model for young people today. “I am proud of myself and my journey. I know that I’m not a ‘dumb blonde.’ And I want to help others overcome stigmas and embrace themselves fully. That is my passion and my mission.”

In addition to designing clothes, Lund is an accomplished singer/ songwriter and music producer with two Billboard dance chart-topping singles to her credit: “This Is It” and “Love Overdose.” Lund’s new single is called “Foolish.” It is about wanting to go back to a time in your life when you didn’t think so much about doing and saying all the appropriate things, but rather got lost in the joy of life by being what some would call “foolish.” When Covid restrictions allow it, Lund also volunteers regularly with the non-profit The Art of Elysium, performing her music to raise money for hospitalized children.

Although people often have told Lund that she can’t be both a musician and a fashion designer, she ignores them. “I take into consideration that people can have their own limitations,” she says. “My parents always told me I could do whatever I set my mind to, and I believed them. These days, more and more artists are becoming multi-hyphenated public figures: actors become musicians; musicians become directors; and everyone has a make-up brand. I like to think that I was ahead of the curve when I got my start 18 years ago in both music and clothing design!”

Lund is passionate about a woman’s right to appear sexy and still be perceived as a strong business person. She says, “Why is it that a sexy woman is deemed as an ‘airhead’ and incapable of running a business? Do I need to wear a turtleneck to be taken seriously or not intimidate a room? It is okay to embrace your beauty. But it can’t come from a place of insecurity. You have to do the hard work to really love and embrace yourself. Beauty starts from the inside. My message is that you, too, can learn to love yourself. Don’t let anyone dim that light inside of you.”