A Fashionable Legacy: The b.Yellowtail Story

Growing up on the Crow reservation in Montana, Yellowtail knew her people’s culture was more than art or tradition—it was alive with stories, pride and resilience. Now, as the founder and CEO of B.Yellowtail, her Indigenous-centered fashion label, she’s not just designing clothes; she’s creating a movement that combines fashion with a powerful social purpose.

Yellowtail’s career initially took off in Los Angeles, where she made waves styling celebrities and designing collections for top brands. But despite her success, she felt a disconnect between the corporate world and the vibrant, unfiltered essence of her culture. Mainstream fashion had a pattern of borrowing Indigenous motifs without honoring their origins, and she knew she could do something different. So, she returned to her roots, determined to create a label that represented her heritage and values.

In 2014, Yellowtail launched B.Yellowtail, marking a fresh start with a collection that celebrated her lineage. One of her debut designs paid homage to her great-great-grandmother’s beadwork—a family heirloom passed down through generations. Translating her ancestor’s design into a modern textile, Yellowtail has infused her work with her cultural legacy, blending contemporary fashion with tradition. Her designs are known for their bold, rich colors, as is customary with the Crow and Northern Cheyenne culture.

As B.Yellowtail gained momentum, Yellowtail expanded her vision through the B.Yellowtail Collective, a collaborative initiative featuring handmade jewelry, textiles and accessories crafted by Indigenous artists across North America. This collective empowers Indigenous artisans by giving them a platform and an income, connecting their work with a broader audience. Yellowtail’s plans for the future are ambitious: she envisions moving her production facilities to reservations, creating job opportunities in economically marginalized areas. It’s a visionary approach, not only providing work but also fostering economic resilience within her community.

Yellowtail’s dedication to her people is evident in every facet of her work, especially in her “Rez Girls Can Do Anything” campaign. What began as a simple T-shirt became a movement to celebrate and empower young Indigenous women. The phrase, “Rez Girl,” reclaims and Bethany Yellowtail, a fashion designer of Northern Cheyenne and Crow heritage, has turned her artistry into a platform for cultural reclamation and community empowerment redefines what it means to grow up on a reservation, transforming it into a badge of strength and pride. Partial proceeds from this campaign support the Native Wellness Institute, which provides culturally-grounded wellness resources for Indigenous communities.

Through this partnership, Yellowtail created the Rez Girls Mentorship Fund, which offers workshops, mentorships and retreats for young Indigenous women and two-spirit individuals. The campaign’s impact has been profound, challenging stereotypes and uplifting the next generation of Indigenous leaders.

Today, B.Yellowtail stands as a beacon of Indigenous pride, creativity and empowerment. Yellowtail’s designs don’t just celebrate heritage; they champion it, telling stories that reclaim cultural narratives. She’s created a space where Indigenous artistry is celebrated on its own terms and has created a powerful example, proving that even the smallest brands can have the biggest impact when they stay true to their roots.

Read more articles for the Native Origins Community here.

This article was originally published on diversitycomm.net.