Bethany Yellowtail Honors Indigenous Culture and Shapes the Future of Fashion with B. Yellowtail's Vision

Bethany Yellowtail grew up in the Crow Nation in Montana, surrounded by a deep-rooted sense of culture and heritage that shaped her values and outlook. The stories of her people and the artistry of traditional Indigenous design became an intrinsic part of her identity. From a young age, she found herself drawn to fashion, a world where she could express her connection to her culture while creating something new. Her passion for design led her to Los Angeles, where she studied and worked in the fashion industry, gaining experience in a highly competitive and commercial landscape. But throughout her time in mainstream fashion, Bethany never lost sight of her roots.

After several years in the industry, Bethany recognized a profound lack of representation for Indigenous voices in fashion. The designs, often appropriated by major brands, carried no acknowledgment of the cultures from which they were derived. For her, this was not only a personal issue but a larger social and cultural one. She wanted to change the narrative, to create a space where Indigenous artisans could showcase their talent, and where the stories behind the designs were honored. In 2014, she founded B. Yellowtail, a brand that combines contemporary fashion with traditional Native American artistry, making it clear from the start that her mission was not just about clothing but about empowerment, representation, and cultural preservation.

Bethany’s vision for B. Yellowtail was to create a brand that celebrated Native American culture while providing economic opportunities for Indigenous artisans. Her company follows an indigenous entrepreneurial model, which means it’s built on the idea of collaboration and community. She works closely with Native artists and craftspeople from various tribes across the United States, showcasing their work through her brand. Each piece tells a story, from the intricate beadwork to the vibrant patterns inspired by traditional designs, all rooted in a deep respect for the cultures they represent. Through B. Yellowtail, these artists are not just selling products; they are sharing their heritage with a global audience.

B. Yellowtail’s collection reflects Bethany’s ability to blend tradition with modernity. Her designs incorporate elements of Native American craftsmanship while appealing to contemporary fashion sensibilities. She creates pieces that are wearable and stylish, yet infused with meaning. Whether it’s a silk scarf adorned with Indigenous-inspired motifs or a hand-beaded accessory crafted by a local artisan, every item holds a connection to the culture that inspired it. This approach has resonated with consumers who are not only looking for beautiful clothing but also want to support brands that have a purpose.

One of the most powerful aspects of Bethany’s work is her ability to reclaim and elevate Native American design. She has often spoken about the importance of cultural ownership and how Indigenous designs have historically been commodified by the mainstream fashion industry without credit or compensation. B. Yellowtail stands as a counter to this narrative, ensuring that the creators are not only credited for their work but also economically empowered. Through her platform, Bethany has created a space where Indigenous people can tell their own stories through fashion, on their own terms.

Bethany’s impact goes beyond fashion. She has become an outspoken advocate for Indigenous rights and representation, using her platform to raise awareness about issues affecting Native communities. Whether it’s through social media campaigns or her involvement in movements like Standing Rock, she has consistently used her voice to amplify the concerns of her people. Her brand is a reflection of her broader mission to uplift Indigenous voices and ensure they are heard and respected in every aspect of society.

B. Yellowtail is also about creating opportunities. Bethany has made it a priority to hire and collaborate with Indigenous talent, both in the design and business aspects of her company. By doing so, she provides much-needed jobs and supports the economic development of Native communities. This focus on community-building is a core element of her business philosophy. Rather than following the traditional capitalist model that focuses solely on profit, Bethany has created a business that puts people first. It’s a model that not only benefits her brand but also the broader Native community.

In addition to her work with B. Yellowtail, Bethany has launched the B. Yellowtail Collective, an initiative that highlights the work of Native American artisans and entrepreneurs. The Collective serves as a marketplace for these artists, allowing them to reach a wider audience while maintaining control over their work. It’s another example of how Bethany is using her platform to support and uplift her community, providing a space where Indigenous creativity can thrive. The Collective has become a vital part of her brand, showcasing the rich diversity of Native American art and design.

Bethany’s success with B. Yellowtail has not come without challenges. The fashion industry is notoriously difficult to navigate, particularly for small, independent brands. But Bethany’s determination and clear vision have allowed her to overcome these obstacles. She has built a brand that is not only sustainable in its practices but also in its mission. Her commitment to ethical fashion and her dedication to supporting Indigenous communities have earned her respect both within and outside the fashion world.

Bethany’s work has garnered attention from major media outlets and fashion insiders, but she remains grounded in her mission. For her, success is not measured solely in sales or press coverage, but in the impact she has on her community. She has often said that B. Yellowtail is more than a fashion brand; it’s a movement. A movement to reclaim Indigenous identity, to promote cultural preservation, and to create economic opportunities for Native artists and entrepreneurs. Her work is a testament to the power of fashion as a tool for social change.

As B. Yellowtail continues to grow, Bethany remains focused on expanding her mission. She envisions a future where Indigenous design is not seen as a trend, but as a respected and integral part of the fashion landscape. She wants to continue building bridges between the fashion industry and Indigenous communities, ensuring that Native voices are at the forefront of the conversation. Her work is a reminder that fashion can be more than just clothing; it can be a means of storytelling, of preserving culture, and of empowering marginalized communities.

Bethany has redefined what it means to be a fashion designer. She has shown that fashion can be a force for good, a way to uplift and empower communities while creating beautiful and meaningful work. Her journey from a small town in Montana to the helm of a groundbreaking fashion brand is an inspiration to aspiring designers and entrepreneurs everywhere. Through B. Yellowtail, she has not only built a successful business but has also created a platform for Indigenous creativity to shine.

Bethany’s legacy will not be measured by the clothes she designs, but by the lives she touches. Her commitment to her people, her culture, and her craft is evident in everything she does. She has proven that with passion, vision, and a dedication to one’s values, it’s possible to create something truly transformative. B. Yellowtail is more than just a brand; it’s a testament to the power of culture, community, and creativity. Bethany has shown that fashion can be a vehicle for change, a way to honor the past while shaping the future. Her work stands as a beacon of hope for Indigenous communities and a model for how businesses can operate with integrity and purpose.

Bethany Yellowtail, Founder & CEO, B. Yellowtail

One of the most powerful aspects of Bethany’s work is her ability to reclaim and elevate Native American design. She has often spoken about the importance of cultural ownership and how Indigenous designs have historically been commodified by the mainstream fashion industry without credit or compensation. 

In addition to her work with B. Yellowtail, Bethany has launched the B. Yellowtail Collective, an initiative that highlights the work of Native American artisans and entrepreneurs.