You might assume that the most famous wardrobes in the world are reserved exclusively for heritage houses and haute couture heavyweights from Paris and Milan. But every so often, a smaller label slips into the spotlight—swapped between VIP stylists and, I'd like to imagine, a very impressive Whatsapp group chat. One such under-the-radar brand that's clearly making its mark? Dôen.
Founded in 2016 by sisters Margaret and Katherine Kleveland in Los Angeles, Dôen was built on a vision of nostalgic, California-inflected femininity. Think: prairie silhouettes, faded florals and cotton dresses that feel as though they’ve been passed down through generations, and are immediately recognisable without the need for loud logos or signature prints. And their celebrity fan club is only growing.
Taylor Swift, Selena Gomez, Kylie Jenner, Dakota Johnson and Kaia Gerber have all been spotted in Dôen’s vintage-inspired designs, cementing its status as the insider’s alternative to more obvious luxury labels. As does the fact the brand is now stocked across a number of key retailers, including Net-a-Porter, Harrods, MyTheresa, and Liberty London, to name just a few.
It's also often pegged as a wedding guest dress brand, as well as a go-to for classic summer frocks, thanks to both the particularly pretty patterns and more modest cuts to choose from. All of which pair perfectly with ballet flats, knee-high boots, sandals and even trainers if opting for that off-duty cool girl look.
Just scroll below to see some of our favourite Doen classics and some of the newer styles at the top of our wishlist.
Shop Dôen Dresses: Editor's Picks
Not all Dôen dresses are full of florals. Just look to this organic cotton midi as proof.
In the most beautiful shade of blue, this silk dress is perfect for sunny days and balmy evenings.
Whether paired with flip flops or a heeled sandal, consider this a go-to for work or the weekend.
With a vintage-inspired cut and print, this organic cotton shift dress is especially sweet.
This scarf print twist-front dress has already sold out on the Dôen website, making it one of the most popular picks of the season.
While the floral and plaid prints may work well for everyday wear, this silk and lace style is a standout for special occasions.
The Katarina dress is a real fan-favourite, especially in this delicate lace.
This floral baby doll dress in muted florals is the perfect transeasonal dress to get you ready for summer.
