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.
But if you're thinking that Dôen dresses feel overtly like 'summer' frocks, you may want to revisit the latest collection of pieces that actually work year-round. The brand's latest collection features slightly heavier fabrics such as velvet that can be worn sans jacket, cotton-twill checks that feel particularly fresh, and a whole host of wedding guest dress options to see you through any upcoming nuptials.
Plus, you can always take inspiration from the California style moodboard and pair yours with cowboy boots until the cooler weather lets up. Just scroll below to see our current favourites.
Shop Dôen Dresses: Editor's Picks
With a Thirties-inspired neckline and archival Liberty fabric, this cotton voile dress is one for the vintage lovers.
Although the brand may be famous for its florals, this check pattern is proving equally popular.
For a slightly warmer option, this long-sleeve maxi dress is a particularly strong choice. Add black mules or boots and a blazer to make it work for the office.
While the floral and plaid prints may work well for everyday wear, this silk and lace style is a standout for special occasions.
This plaid silk mini will look particularly cool when paired with knee-high boots and a suede blazer or bomber jacket.
The Katarina dress is a real fan-favourite, especially in this delicate lace.
Lace details make this floral frock feel even more elevated.
This tea dress is especially sweet, especially when styled with a cosy cardigan and ballet flats.
This colour palette feels particularly fresh for spring, with soft yellow, blue and red shades.
If I had to choose just one Dôen dress, it would be this 100% silk plaid print style.
