It's True: Every Fashion Person I Know Has a Fantastic Dress From This It Brand

When it comes to adding to our wardrobes, there's no denying that choosing a smaller label makes it feel even more special. And one of our favourites of late, has to be Dôen. Founded in 2016 by two sisters, Margaret and Katherine Kleveland, the Californian brand has a vintage, ethereal feel that's become particularly recognisable in recent seasons. British influencers like Francesca Saffari and Karina Marriott, as well as plenty of Who What Wear editors, have taken a liking to the shirred midis, and even celebrities are obsessed—Taylor Swift recently wore a pretty Dôen dress, and Sofia Richie Grainge (the quiet luxury queen) admitted she can't keep away from the brand's LA boutique in a recent interview. 


(Image credit: @taylorswift)


(Image credit: @styleidealist)

While we've been seeing fashion people become fans of the brand in droves over the last few years, this summer it was particularly ubiquitous on Instagram. But the thing we love most about Dôen, is that so many of the easy dresses with their muted florals are perfect for wearing all the way from spring to autumn. Just add a blazer and your chosen pair of boots—cowboy, suede, knee-knigh—and you instantly extend the life of your Dôen dresses by at least a season. 

The even better news, is that after a number of years of only having access to a select few styles on Net-A-Porter across the pond here, the brand is now shipping directly to the UK from its own site, opening up a world of possibilities (or just many, many more beautiful dresses to choose from). Whether it's a broderie anglaise midi, a little black mini or a silky maxi for any occasion, you're bound to find one for you. Each style is also fairly inclusive with sizing (I also always size down in Dôen for reference), and a lot of the designs are made from sustainable materials. With this in mind, say hello to your new dress heroes. Keep scrolling to shop our edit of the best Dôen dresses you can shop now.


(Image credit: @francescasaffari)

Fashion influencer Francesca Saffari wears hers with Birkenstock clogs and the cult Prada crochet bag. Swoon. 


(Image credit: @bubblyaquarius)

Rachael Clifton, aka Bubbly Aquarius, takes her yellow Dôen dress to a wedding. The black strappy sandals offer a nice contrast, don't you think?


(Image credit: @hannahalmassi)

Editor in Chief Hannah Almassi is a big fan of the brand's Meribel style.


(Image credit: @styleidealist)

Karina takes her yellow Dôen dress to the beach. 


(Image credit: @emilyjdawes)

Who What Wear editor, Emily Dawes, wears her mini black Dôen dress with cowboy boots. 


(Image credit: @claudia_berresford)

Claudia gives a transitional take by pairing her Dôen dress with a blazer and boots. 

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Freelance Fashion Editor

Harriet Davey is a freelance fashion editor who has been part of Who What Wear's extended team since 2017. She previously worked in print at Look magazine and has since worked across print, digital and social for many other titles, including British Vogue, Stylist, Grazia, Refinery29 and Marie Claire. Also a stylist, Harriet has had the pleasure of producing cover shoots and editorials along with commercial shoots for brands including Boux Avenue, Watches of Switzerland, Benefit Cosmetics and Revolution. To add to this, Harriet also works in live TV styling for ITV’s This Morning. Back to Who What Wear. With hundreds of published stories on site, Harriet knows what the WWW reader wants. Keeping up to date with the latest It buys and runway trends, she can guarantee to keep you one step ahead of the most stylish people. When not writing or styling, Harriet loves to go shopping (yes, more fashion). If she’s not in a local Hackney bar or restaurant, you can find her forever searching for her next holiday destination.