Cottagecore has remained one of fashion’s most enduring aesthetics since the pandemic. It’s the whimsical mood encapsulated perfectly by some of the latest looks worn by Selena Gomez, Camila Morrone, Kylie Jenner and Taylor Swift, which all happen to be by the same brand: DÔEN.
The quintessentially Californian label was founded in 2016 by Santa Barbara-based sisters Margaret and Katherine Kleveland. They founded the business with a mission to raise other women up - launching with an all-women-identifying team - and to create wearable, timeless pieces with a slow approach. The price points are pleasingly mid range given the quality, from £170 for a top and £230 for a dress. Think: a rival to Rixo for their florals or to Rouje for its French girl cool staples.
As for why DÔEN has gone stratospheric this summer — its pieces seem to offer the perfect antidote to the on-duty outfits worn by their famous fans.
After spending her tour in form-fitting fringe and bejewelled bodysuits, Taylor Swift celebrated the 4th of July wearing the button down blue Madarin dress from the brand. Between shows for her Era tour she was often spotted in a white frilled DÔEN Henri blouse worn with a denim wrap skirt.
Another fan, and a somewhat unexpected one, is Kylie Jenner. Known for her vampish, sometimes pin-up girl inspired looks, the Kar-Jenner sister surprised followers when she posted a series of pictures of herself to Instagram bathed in golden hour lighting wearing a shirred floral dress by DÔEN. The makeup tycoon looked fresh faced and freckled.
Selena Gomez is the latest celebrity to wear the label in an Instagram post. Choosing a DÔEN blue floral dress, the singer paired it with Dutch braids and ballet flats. Previously she’s worn the white puff-sleeve Quinn dress while shooting a cooking video. Very wholesome, very Cottagecore. The same style in black was worn by Daisy Jones and the Six star Camila Morrone a few weeks earlier in a Reel of her Italian holiday.
Even if you don’t live in California or holiday in Palm Springs (like Sofia Richie who live shopped the collection in her latest Instagram Reel), it all feels very in tune with the current Instagram aesthetic glamourising escaping the grind and dressing for a simpler life. See: tomato girl summer.
As well as the brand’s floatiest, most feminine looks, the French girl broderie anglaise blouses are getting the A-list seal of approval, worn recently by Alexa Chung.
“It’s always exciting to see how women wear the clothes and make them their own,” the founders tell Evening Standard of the brand’s recent flurry of celebrity looks. “We love seeing women we admire wearing our clothes out and about in their everyday lives. The clothes are truly designed to be lived in and worn time and time again, and it’s definitely thrilling to see the clothes in the wild – on celebrities as well as members of our community.”
DÔEN has been available in Harrods and on Net-a-Porter for its UK fans for several seasons, though as of this week it’s also available to buy direct from the brand’s own site, with the new Autumn collection befitting the UK climate perfectly. The founders call it a “celebration of the season”, featuring sand-washed silks and cotton poplins, rich suedes and wools, as well as recycled cashemere cardigans.
“As our community grows around the world, we look forward to seeing how customers make the pieces feel personal to them in their surroundings - laying in the cooler cities and mixing and matching with vintage favorites that complement each person’s unique style,” the DÔEN team say.
Here’s our favourite pieces to invest in for autumn and beyond if you want to emulate Taylor and Co’s easygoing off-duty style.
Sand handkerchief top, £298; shopdoen.com
Irina gathered floral-print organic cotton midi dress, £215; net-a-porter.com
Maddalena gingham trousers, £192; shopdoen.com
Obelia dress, £432; shopdoen.com
Sand handkerchief top, £298; shopdoen.com
Field sweater, £286.58, shopdoen.com
