Why DÔEN’s ethereal dresses are getting the A-list seal of approval

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 4^th 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…