If you’ve scrolled through fashion TikTok or Instagram lately, chances are you’ve landed in a magical place called Jadeyland, and you probably know that once you’re there, you won’t want to leave.
Jade Fiona, known online as JADEYBIRD, has built a career around body-inclusive fashion and confident self-expression. She is a model, content creator, and advocate with more than 1.2 million followers across social media.
Her résumé moves fast. A NYFW runway with Adore Me, campaigns with Gap, H&M, PUMA, Nordstrom Rack, and JCPenney, and most recently, the December launch of Jadeyland, her first capsule collection with Lonely Ghost. Meanwhile, her “Styling My Girlfriend” series has turned into something bigger than content, putting lesbian visibility front and center in a space that has historically ignored it.
Below, Jade talks about designing the Jadeyland collection, what the fashion industry can improve for midsize shoppers, and her upcoming projects.
Your Jadeyland collection is obviously very personal. How did you translate that inner world into specific fabrics, silhouettes, or details?
I knew I wanted this collection to scream Jadeyland and feel like me, but most importantly, be something I would wear myself and be excited to style. I really just pulled from the colors, patterns, and silhouettes that I already love and gravitate towards daily. I love anything loud, funky, and a little out of the box, so I knew the clothes I designed had to emulate that. The color blocking and pattern mixing felt like classic Jadeybird and a way to make a more whimsical article of clothing feel more accessible to people who may want to experiment with their style.
Who do you see as Jadeyland’s core audience in terms of style and vibe?
To me, the citizens of Jadeyland are hot, carefree, non-judgmental, confident, and uplifting (a little weird), diva ICONS who come together for one joint purpose: to bring more whimsy & love into the world. Style-wise, we wear whatever we want and whatever we feel hottest in, whether other people like it or not. We mix masculine and feminine pieces to create a masterpiece of things that look like they shouldn’t belong together, but do. Jadeyland is just the best—I love it here.
You’ve worked with major brands including PUMA, Gap, H&M, and Nordstrom Rack. What are some things the fashion industry still misunderstands about midsize consumers?
Something I don’t understand is how big fashion brands haven’t caught on to this: we don’t want different clothes made in bigger sizes. We want the SAME cute clothes that are made in straight sizing, available in extended sizes as well. It’s really so simple. Also, stopping at XL isn’t extended sizing and leaves out a HUGE market of the most fashionable, gorgeous, stunning fashionistas who want to wear your clothes but can’t. 54% to 67% of women in the US are a size 14 or larger, yet they are rarely considered when fashion brands design and market their clothes. Like — c’mon!!!!
As both a model and a creator, you experience fashion from two angles. Where do those two perspectives agree, and where do they clash, if at all?
As a model, you really are just a mannequin. A lot of individuality can be taken out of it since the main focus isn’t necessarily you as a person, but the product you’re selling. I’ve been in shoots before where my confidence was LOW because I didn’t have any creative control over my appearance/outfit (which is normal). I just didn’t feel like me at all—whereas being hired as a creator or shooting content from the comfort of my bedroom, every single thing I do is intentionally me, so the confidence and personality can definitely come through way easier.
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Tell us a bit about your Styling My Girlfriend series. Where did the idea come from, and what do you feel made it resonate so well with people?
I’ve always been very private about my personal life. When I first started filming content, I hardly showed anything from life on social media aside from my outfits and my closet. I don’t even think I talked in my videos back then. So, when I let my audience into such an intimate part of my life and shared my relationship with them, I think it felt special and intentional. I love styling myself, and my partner also loves fashion, so it felt natural to involve her in such a special part of my life.
You’ve carved out a space for lesbian visibility in fashion. What does “visibility” mean to you at this stage, and how does it compare to the state of it when you started?
For me, visibility is mainly about showing that there isn’t one way to look, dress, or live as a lesbian. It means having the freedom to be fully yourself without needing to translate it or dim it down for other people. I find that the way I express myself through fashion helps me convey that message instantly. Early on, lesbian visibility in fashion was often heavily stereotyped, whereas now I feel there’s more room for ambiguity and individuality. It’s not just about representation anymore; it’s creative control.
Speaking of starting, which brands and designers helped shape your taste early on?
My all-time favorite designer who helped shape my personal style early on is definitely Vivienne Westwood. Her whimsical use of fashion, different color plaids, and maximalist jewelry inspired me super early on to have fun with fashion and not take it too seriously. Other designers and brands that also deeply inspire me are Sandy Liang, Kim Shui, Jean Paul Gauthier, and Collina Strada.
Inspiration also comes from unexpected places. What are some surprising sources of aesthetic inspo for you?
Interior design is something that I pull style inspo from all the time, whether that’s different color combos I didn’t realize went together, different textures, patterns, or even just a general color palette that I’m drawn to, which can spiral into inspiring an outfit for me. Also, people-watching is great for inspo; there are some cool-ass people in this world, and I’ve gotten some of my best outfit inspo from seeing someone while traveling or just getting groceries and (low-key) copying their outfit formula with what’s in my closet.
With your hand on fashion’s pulse, what are some styles or trends that you feel are due for a comeback soon?
I see capris and gauchos are making their way back, and I’m so here for it. I think it’s so chic with a little tank top and some flip-flops on a hot summer day. Also, I’m a huge bandana girl, and although those are already somewhat trending right now, I really think we need to bring back headbands. Like thick headbands of different colors, stripes, polka dots, buttons, all of it. While we’re at it, let’s bring back leggings under shorts.
What’s up next for Jade Fiona?
The ultimate goal is to release my own clothing brand filled with inclusive, actually cute, unique, but on-trend clothes that are accessible to everyone. In the meantime, I’m looking to scale the Jadeyland brand in any way I can, so lots of content is coming, and I’m starting Twitch! It will be fun to hang out with my audience a bit more candidly.
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