The Rise of Dôen: The Must-Have Fashion Brand of the Summer

### Dôen’s Rise to Fashion Fame
When Brie Larson and Alexandra Daddario accidentally had a twinning moment in the same Dôen polka-dot dress at a press conference in Italy last month, it went viral. “We were thrilled because everyone always shows up in our office in the same thing. It’s a collective consciousness,” said the fashion brand’s cofounder Margaret Kleveland. Dakota Johnson stepped out in the Dôen Nevara yellow floral sundress and sneakers while filming “Materialists” on the streets of New York; Kaia Gerber wore the Greta white peasant top with her jeans out and about in Los Angeles, and at the Four Seasons Resort Koh Samui in Thailand, Michelle Monaghan has been wearing “a very special piece” that will be seen in the third season of “White Lotus.”

### The Summer of Dôen
Welcome to the summer of Dôen — well, actually, the second summer of Dôen, following the run the L.A. brand had last year with Taylor Swift, Selena Gomez, Kylie Jenner and others wearing and driving sales of its dreamy dresses and tops, most of which are priced under $500. Only now Dôen founders Katherine and Margaret Kleveland also have a wide-ranging Gap collaboration in stores that’s boosting brand awareness, and their own retail store openings luring new customers, including one on Bleecker Street in New York that has been so successful they had to hire a door person to handle the line outside.

### Dôen’s Growth and Cult Status
All of it is ushering in a new phase of growth for the L.A.-based brand with a feminine gaze — a rare player in the contemporary market that can reach both aspirational and luxury customers with its emotional product — as it plots wholesale and international expansion and considers outside investment. “The Gap release day was the biggest traffic day in our history. The amount of personal feedback we got was beyond our wildest dreams,” Katherine said during a recent interview at the company’s 10,000-square-foot headquarters in Van Nuys, in L.A.’s San Fernando Valley.

### The Dôen Office and Creative Process
Sixty of the company’s 115 employees work in the airy, sunlit Van Nuys offices, chosen because they are a relatively easy commute for the Klevelands, who both live in Pasadena. After four years, they are already outgrowing the space, as evidenced by the stuffed-to-the-gills product and archive rooms full of seasons-old styles and vintage inspiration pieces. The sister founders share a large office with desks on either end, a wide expanse of wall plastered with photos of styles and fabric swatches from upcoming seasons, and floor-to-ceiling windows overlooking a courtyard with bistro tables where employees can have lunch or work outside.

Original Story at wwd.com – 2024-07-10 01:02:03

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