ROSE-TINT YOUR WORLD
Meet the brands celebrating hyper-femininity with frocks, frills, power bows and pastels.
1. MAGGIE MARILYN
Saturated in shades of pistachio and raspberry ripple, the New Zealand label has whipped the industry into a frenzy with its silk dresses and midi skirts, proving “style and sustainability can and should co-exist”.SHOP MAGGIE MARILYN
Inspired by the designer’s “fierce determination to create change,” Maggie Marilyn – the brand and the woman – is changing the industry’s approach to clothes production. “I grew up in a rural coastal region, which ingrained in me a deep desire to protect our natural world,” she says. Her advice to you? “Buy mindfully into pieces that truly make your heart sing.”
Flounces and frills, bows and checks. Brøgger joins the new wave of Scandinavian labels cutting away from traditionally Nordic themes – no austere silhouettes or monochrome palettes here.SHOP BRØGGER
Drawing inspiration from the eccentric aesthetic of the Queen of Denmark as well as designer Julie Brøgger’s mother, the brand is inspired by women who carve their own paths. “I’m drawn to strong, knowledgeable, complex women who will surprise you their perspective and tell you the truth every time,” Brøgger says.
Vogue called Kitri the “fashion insider’s favourite,” which goes some way in describing the fandom that surrounds the London label. Less interested in reinventing the fashion wheel, Kitri focuses on “classic staples with a twist” that can be worn with minimal styling by the brand’s base of professional women.SHOP KITRI
“I’m always inspired by, and in awe of, strong women who can turn their creative ideas into a business,” says founder Haeni Kim, who counts Emily Weiss, Caroline Issa and Eva Chen as inspirations (and should probably add herself to that list).
4. STINE GOYA
Bright bands of grape, lemon, orange and rose feature in the Copenhagen label’s latest collection. The same paintbox brights appear in pastel shades, as if the designer has spun skirts and dresses from watercolours and poster paints.SHOP STINE GOYA
Pleasingly playful, Stine Goya evokes a sense of dressing up. Perhaps it’s the loose shapes that recall swaddling yourself in your mum’s clothes as a kid, or maybe it’s the bold prints and dynamic colours – whatever the reason, the trip down memory lane isn’t to be missed.
Romantic, ruffled and a tad Little House on the Prairie, LoveShackFancy creates the kind of dresses you imagine wearing while running across a lavender field – to your lover – as the sun sets. Which isn’t wildly different to the types of bashes thrown by the brand, lovers withstanding (I think). “I recently spent the summer in the Cotswolds and fell in love. The panoramic views of the fields and the quaint villages were magical,” recalls founder Rebecca Hessel Cohen, whose floral styles draw from vintage wares, country gardens and Walnut Grove (probably).SHOP LOVESHACKFANCY