Doen didn’t invent the sundress, but it’s the first and last place many women buy their favorites. Now, the brand wants its dedicated fans to wear its sundresses as beach cover-ups over its debut swimwear collection.
Alongside its second capsule of earth-toned dresses and tops with Victorian flourishes this season, Dôen is launching its first swimwear line today. Ruffled bandeau bikinis and ruched swimsuits evoke a vintage postcard of a Mediterranean beach town: they’re feminine, romantic and a bit glamorous, without trying too hard. Prices start at $108 for a bikini top and top out at $218 for a one-piece, in sizes XS to XXL.
The drop is quintessential Dôen in its tightly edited reach (two one-pieces and three bikinis) and influences (the floral patterns and shapes nod to 50s and 60s sunsuits). “It was essential to design pieces that felt like a natural extension of the brand, pieces that carry a bit of nostalgia, feel timeless and can be worn with ease,” said CCO and brand co-founder Katherine Kleveland. . BAZAAR.com.
The nostalgia factor comes from more than those vintage references from the French Riviera. Dôen selected three customer-loved prints to reinterpret into swimwear, including a fan-favorite Liberty floral.
This attention to detail makes a launch that Doen “has been working on for some time” even more special, said Doen CEO and co-founder Margaret Kleveland. “We’ve seen customers ask about swimming for seasons now, and we’re excited to offer something that can add to their Doen coin collection.”
More measured expansions into new areas, including bedding and tableware, and a second bath collection with performance fabrics, are on the horizon. But Dôen is in no hurry to dive into it all at once. “With any new category, our priority is thoughtful design and production, delivering exceptional quality,” said Doen President Holly Soroca. In the case of her first line of dreamy swimwear, our summer wardrobes suit her best.
Dôen’s complete swimwear collection is available online at shopdoen.com.
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