9 Buzzworthy Summer Dresses Currently Trending in London, New York and Paris

Thanks to the likes of Instagram and Pinterest, the world of fashion has well and truly become a global playing field where everyone can participate. Yes, it has always been an international industry, but now we get to know what the cool girls are wearing in any given postcode at any given moment. "Real" women too, and not just the fashion elite and celebs. One result of this is that lesser-known brands—take Rouje and Omnes for example, now have a chance to make it onto the fashion main stage by appealing directly to the sharp-eyed Insta generation, and it's these labels that have cropped up again and again in the roll call of 2024's trending summer dresses.

Cotton minis, linen maxis, and floral midis might offer worldwide appeal come the warmer seasons, but we've noticed that there are certain styles and brands trending more in specific cities—whether it's Hillhouse's Nap dominating the streets of London or Paris loyally repping Dôen frocks. To make sure you're kept in the loop with these latest looks, we've scoured Instagram to found out which summer dresses are cropping up the most in London, Paris and New York, all served up in one easy edit for your shopping perusal.

London's Favourite Summer Dresses

1. Omnes

Style Notes: Those with a keen eye will already be familiar with London based sustainable brand Omnes. I've lost count the amount of times a dress has stopped me scrolling in my tracks only to discover it's one of Omnes charming pieces (and yes, you'll find them in my wardrobe too). From satin wedding guest dresses to everyday cotton minis, you'll find every kind of dress for every style from this affordable brand that puts the "fun" back into functional.

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2. Marks and Spencer

Style Notes: Okay, we aren't exactly uncovering a hidden gem here, but in case you missed it, Marks and Spencer has been enjoying a fashionable glow-up as of late. Everyone in the Who What Wear office including contributor Monikh Dale have M&S' dresses in their regular rotation, and there's no arguing with the brands quality fabrics and timeless approach approach to design. These are the kind of dresses that will have people saying "you got that where?".

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3. Hill House Home

Style Notes: With it's dreamy prints, flattering cuts and on-trend silhouettes, we're not surprised that London has fallen for Hillhouse's perfect summer dresses. Spotted on the likes of Liv Purvis, Olivia Rodrigo and Kelly Rutherford, Hill House Home's brand of romantic dresses show no sign of abating (and the bestselling Nap dress still has a strong cult following). Coming in at around £200 for the latest new-in styles, this is a premium dress that isn't just the reserve of fashion's elite.

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Paris' Favourite Dresses

4. Dôen

Style Notes: We can't get enough of Pia's modern Parisian girl style {pictured above], so it seems inevitable that one of her favourite dress brands made our lineup. Doên's swoon-worthy dresses have just the right amount of classic appeal, flatteringly cut to look gorgeous on everyone, of every shape and size. Beautiful colour palettes, pretty details and wrap and slip dress styles—we can see why Paris is all over it.

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5. Rouje

Style Notes: Looking for a dress brand with a little extra je nais sais quoi? Rouje is the French girl go-to for beautiful dresses with unmistakably Parisian style. Who would expect anything less from style icon and founder Jeanne Damas, who brings a vintage styling up-to-date with a slick of red lipstick and a kitten heel, aka my dream summer aesthetic.

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6. Réalisation Par

Style Notes: Likely to be the most famous dresses on the list, you will have inevitably seen the red floral or zebra print Gia dress on social media's best dressed, but Realisation have a back catalogue as equally as impressive than the long sleeved maxi. For floaty dresses (that manage to hug the figure in all of the right places), Réalisation are our top choice for dinners, date nights, and everything in between.

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New York's Favourite Dresses

7. NA-KD

Style Notes: You may be expecting the New York girls to rely on a wardrobe of Khaite, BODE, The Row, but those in the know have an affordable secret—NA-KD. Haven't heard of it yet? Think of it an an upscale ASOS, and you'll have an idea of just how many cool-girl dresses you can shop on the site. Keep a special eye out for the brands impressive collaborations though, we love how Christie Tyler has styled her Danielle Copperman x NA-KD dress with easy flats and a headscarf.

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8. J Crew

Style Notes: This American staple has been in the wardrobes of the New York style set for years, but now (thanks to international shipping), a new generation of UK shoppers are getting to enjoy the brand for the very first time. Expect considered and structured silhouettes, a tonal colour palette, and a focus on quality fabrications that nod to the decadent "old money" aesthetic.

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9. Reformation

Style Notes: Last but definitely not least. the dress brand of choice for influencers, editors and celebs alike, Reformation managed to singlehandedly change the way we approach summer dressing by making classic silhouettes feel young and fresh again. If you spot anyone under the age of 35 in twin sets, mini shift dresses and knee-length skirts, it's likely to be Reformation, and fittingly, the brand's most stylish designs are now being worn by American celeb royalty like Miley Cyrus, Em Rata, Katie Holmes and yes, Monica Lewinsky.

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