Net-a-Porter Just Launched A New Brand And Summer Dresses Have Never Looked So Good

The fashion landscape has arguably been transformed by the rise of mid-market brands, most of which started as small, independent labels and have grown to become a byword for cool. The much-cited example of this isGanni, the Danish brand that has enjoyed unprecedented success over the last couple of years. In the UK, the likes of Rixo, Kitri and Shrimps are dominating the mid-space, notably thanks in large part to the dresses on offer. Indeed, the power of the dress knows no bounds, with many brands now banking on the allure of a frock to boost sales. One such brand is Dôen, which has been a name whispered excitedly in fashion circles for a while, but is – as of today – finally available to buy in the UK.

Founded by Santa Barbara-born sisters Margaret and Katherine Kleveland, Dôen is the very embodiment of the dreamy, nostalgic aesthetic of California. Inspired by the watercolour paintings of Georgia O'Keeffe, this translates to breezy, cotton dresses that are as easy to wear as they are pretty, possibly because the sisters behind the designs are so focussed on what women actually need from their clothes. "We started Dôen having newfound inspiration and creative energy that came with the early stages of motherhood (Katherine had two boys at the time under 4 and I had a newborn)," says Margaret. " [We were] feeling a strong sense of femininity, power and drive. Having both come from the wholesale background, we saw a gap in the market for quality clothing that felt feminine, easy and natural at an approachable price from a woman's viewpoint."

Until now, the Klevelands have sold direct-to-consumer, deliberately removing the "middle-man (retailer) mark-ups" and ensuring that Dôen connected with its customer on a more personal level. More and more, brands are turning to social platforms – largely Instagram – to construct these seemingly intimate relationships with potential customers, encouraging loyal followers with hashtags (think #Gannigirls, for example). So, why did the sisters decide that now was the time to partner with a global retailer like Net-a-Porter?

"It has really been a pinch-me moment for us! We’ve always admired Net-A-Porter for being a consistent champion for emerging brands and a resource to discover news designers. We’re thrilled to have the opportunity to introduce Dôen to its loyal and committed customer base (not to mention our international fans) just in time for the summer months."

One of the Kleveland sisters' points of pride is the versatility of Dôen's clothes. Not only do they tap into the mood of the moment, they also promise to work for women at all stages of their lives. "We find our most popular pieces are those that are most versatile – that make you feel beautiful and powerful yet are easy to move in," says Katherine. "Pieces you can wear to work, yet also let you play on the floor with your kids. Our Sol Dress is a perfect example of this - 100 per cent cotton that can be worn through many stages of life (pregnancy, breast-feeding and beyond) yet effortless, feminine and special. Another one that’s hard for us to keep in stock is our tried and true Jane Blouse."

Prices start at £150 for a blouse, with the most expensive dress at £330, and there are 15 pieces in the capsule collection for Net-a-Porter (there's also three pieces for girls). Given the success of the brand thus far (it already has an Instagram following of over 167,000), launching onto a global platform as influential as Net-a-Porter suggests the future is very bright indeed. How lovely that we can all now be a part of Dôen's California dreaming.

SHOP: The New Dôen Collection at Net-a-Porter