If you've ever seen a girl on your Instagram feed wearing an ethereal maxi dress and she's wandering somewhere between the Pacific Coast Highway and Provence, chances are she bought said dress from Dôen. Through DMs and tags, the Los Angeles-based brand has gone from newbie to cult favorite, and women worldwide are obsessed.
In just a few years Dôen's become synonymous with ditsy florals, billowy blouses, and aspirational maternal style, but despite their seemingly omnipresence, Dôen's operated under a direct-to-consumer model only. Until today.
For the first time ever, the brand is partnering with luxury retailer Net-A-Porter to launch an exclusive capsule collection that features fifteen tops and dresses for women (plus mini me options for children!).
"[Net-A-Porter is] a consistent champion for emerging brands and remains a trusted resource for discovering new designers," said Dôen's founders (and sisters) Margaret and Katherine Kleveland in a press release. As an incubator for emerging talent, Net-A-Porter gives them an international audience, so this is a mutually beneficial alliance for everyone involved (including us, the customer!). The partnership offers the indie label all the perks of a global retailer, including free shipping, 24/7 phone access to in-house consultants, and sharing the selling room "floor" with established designers like Prada and Gucci. It also helps expose Dôen to potential customers that have never used social media.
Shop Net-A-Porter's Exclusive Doen Collection
Justine Carreon is the market editor at ELLE.com covering fashion, Dutch ovens, and fashion again. When she isn’t approaching style through a modern, accessible lens, she’s scouring eBay for vintage Levi’s and pretending she knows how to surf. Before joining ELLE.com in 2015 she worked as a freelance writer and stylist in New York City.
