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Effortless yet enchanting, DÔEN captures the kind of California cool that feels like a memory you never want to forget. Founded in 2016 by sisters Margaret and Katherine Kleveland, DÔEN is a California-based brand born from a desire to create an intentional, female-founded company rooted in nostalgia, sisterhood, and elevated ease. The aesthetic evokes a dreamy sense of California living–romantic, effortlessly chic, and often inspired by vintage silhouettes that feel both timeless and relevant. Think flowing dresses, puffed sleeves, delicate embroidery, and the kind of elevated basics that whisper rather than shout.
But what I love about it is that DÔEN isn’t just pretty clothes. From the beginning, the brand has been deeply committed to ethical production and sustainability, and with Earth Day just behind us, it’s a timely reminder to shop smart and support brands doing good whenever we can. Over 85% of their production partners are women-owned or co-owned businesses, and they maintain radical transparency in their supply chain. Their collections are small-batch, thoughtfully made, and grounded in the belief that fashion should feel good–from the inside out.
What began as a cult-favorite label in LA quickly became the *It girl* brand for millennials craving a softer, more soulful aesthetic. Celebrities like Taylor Swift, Dakota Johnson, and Zoë Kravitz have all been spotted in DÔEN, and if you peek inside the wardrobe of any fashion-forward friend, chances are high there’s at least one of their billowy blouses or heirloom-inspired dresses hanging there.
I’ve known about DÔEN for what feels like forever, especially as an LA-local with their chic IRL location at the Brentwood Country Mart. My chicest friends have worn it religiously for years, pairing their flowing dresses with sandals and straw totes like they’ve just stepped out of a Nancy Meyers film. Not to mention, Zahra and Hallie from our team showed up to our team holiday dinner in matching DÔEN dresses.
And you’d think that seeing the brand in every corner of my life, I’d have jumped in sooner—but hey, better late than never. Maybe I was just late to the party (when you have young children the first few years you’re kind of living under a fashion rock), or maybe I was resisting the buzz out of habit…but now that I’ve tried the Spring 2025 collection for myself, consider me fully converted.
Because here’s the thing: DÔEN isn’t just another pretty brand churning out prairie-core pieces. It’s thoughtful. It’s luxurious in that *quiet luxury* way that whispers rather than screams. It’s for the woman who wants to look put together but also like she just spent the weekend sun-kissed by the beachy coast, not answering emails (can this be me?).
And this collection is a whole mood… and frankly, a mood that’s taking all of my money. But I have zero regrets.
The Traveler Set: A Uniform for the Modern Romantic
The Traveler Top in Black paired with the Sebastiane Skirt in Black is exactly what I want to wear on the kind of day where I don’t have time to overthink it, but still want to feel like I have my life together. The top, with its detailing and soft grosgrain drawstring, strikes the perfect balance between romantic and refined. The skirt, inspired by an Edwardian-era trousseau and rendered in crisp organic cotton poplin, features a high waist, an A-line silhouette graced with horizontal tiered pintucks, and an ankle-grazing hemline trimmed with scallop eyelet embroidery for a touch of romance. When paired together, they give ‘main character energy’ in the most subtle way. I felt very sexy, yet sleek wearing this set.
In white, I tried the Traveler Top in Salt with the matching Francisca Pant in Salt, and it instantly became my go-to set for warm spring days. It’s what I imagine slipping into after a sun-drenched morning at the farmer’s market, before heading to a long lunch that stretches into golden hour. Breezy, effortless, elevated. I’m planning a trip to Europe this summer and will be taking this set with me, no questions!
The Elowena Skirt & Louden Top: A Fresh Take on Spring Hues
The Elowena Skirt in Peridot is a slightly shorter version of DÔEN's beloved ‘90s-inspired Elowen Skirt. It features a high waist trimmed with elastic scallop detailing, a flowy bias-cut skirt, and intricate floral lace at the hem. I paired mine with the Louden Top in Light Kelly Green. This ensemble feels like a fresh take on spring hues, bringing a vibrant yet soft palette that's perfect for the season. I wore it to dinner last night with my girlfriends and it was ::chef’s kiss::!
The Olivia Pant & Harrison Jacket: Heritage-Inspired Tailoring
Inspired by ‘20s traditional tailoring, DÔEN’s Olivia Pant in Navy Gessato Stripe features a curtain waistband for structure, front pleats that extend from the waistband, and some antique-inspired button detailing along the front and back of the waistband.
Pair it with the Harrison Jacket in Navy Gessato Stripe for a suiting moment that feels both classic and contemporary. I wore this ensemble to the Statue of Liberty with my family during spring break, and it felt like a nod to heritage dressing while still being entirely modern.
Side note: If I was a lawyer in ‘Suits,’ (channeling my inner Meghan Markle/Rachel Zane) this number would definitely be a staple in my style rotation.
The Seine Cashmere Tank & Paige Short: Citrus Freshness
One thing you should know about me is that I will never pass up a moment to sport a little yellow. The Seine Cashmere Tank in Citrus is a burst of sunshine on a cloudy day. Its soft, luxurious texture makes it a perfect layering piece for those unpredictable spring days. It also has the kind of quality you know is going to last you unlimited laundry cycles, without wearing and tearing.
Paired with the Paige Short in Salt, which features pleats along the fabric to create a voluminous silhouette reminiscent of bloomers, the ensemble feels both nostalgic and new to me. And remember that Europe trip I mentioned? We have another must-pack winner here.
Final Thoughts: The Brand Every Millennial ‘It Girl’ Swears By (And Now I Know Why)
There’s a reason why DÔEN has become the go-to for millennial women who care about quality, ease, and timeless style. It hits that sweet spot between nostalgia and now, while also delivering pieces that feel equally appropriate for a vintage-loving creative director and a working mom trying to make school drop-off chic. (Guilty.)
I may have been late to the DÔEN party, but I’m making up for lost time (a little too quickly some may say), and Spring 2025 is the collection that sealed the deal. If you're on the fence or, like me, have admired from afar, this is your sign. Start with one piece. Maybe the Traveler set. Or the Goldie dress. But be warned: once you start, you won’t stop.
Because the hype? It’s real. And now, I’m all in.
