Weaving Tradition and Style: Bethany Yellowtail's Bold Vision for Indigenous Fashion and Cultural Empowerment

Bethany Yellowtail, known professionally as B. Yellowtail, is a prominent Indigenous fashion designer and entrepreneur from the Crow (Apsáalooke) and Northern Cheyenne Nations. She is celebrated for integrating traditional Native American artistry with contemporary fashion, creating clothing that honors Indigenous heritage while appealing to modern aesthetics. Yellowtail’s designs often feature bold patterns, traditional motifs, and culturally significant materials, showcasing the beauty and resilience of Native communities. In 2014, she founded B.YELLOWTAIL, a fashion brand that not only highlights her personal designs but also supports a collective of Native artists and makers through the B.YELLOWTAIL Collective. This initiative empowers Indigenous artisans by providing them with a platform to sell their work, fostering economic self-determination and cultural preservation. Yellowtail’s work is deeply rooted in storytelling and identity, with each piece reflecting the spirit and traditions of her ancestors. Beyond fashion, Yellowtail is an activist who uses her brand to raise awareness about Indigenous issues, including the Missing and Murdered Indigenous Women (MMIW) crisis. Her contributions have earned her national recognition and positioned her as a leader in the movement for Indigenous visibility and representation in the fashion industry. Through her work, B. Yellowtail continues to inspire pride, resilience, and cultural reclamation.

Creative: B. Yellowtail

Photographers: Echo and Earl, Anthrony "Thosh" Collins