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.
