It looks like we might finally be starting to see a ray of light at the end of a very trying year. Fashion trends tend to become fanciful and frothy and generally more princess-y after a time of mourning and hardship (remember Dior’s New Look?) and this year’s #princesscore trend are certainly in response to the sad, stained sweatpants and deep grief we have all been dealing with over the last year and some. What is “princesscore”? It’s basically a look that is part Disney princess, but mixed with the soft lighting and vibey feel of a 1960’s French film.
These small brands (all women-owned) will help you live out the #princesscore aesthetic of your dreams. You’ll find size-inclusive styles here as well as sustainable and ethical practices because a true princess would make sure her dress was made for her curves without hurting the earth or its people.
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Selkie is a fanciful, fun, pastel dream of a company created by former Wildfox Co-Founder, Kimberley Gordon. Selkie offers a range of stand-out party dresses, and after-party sweatsuits in sizes XXS-5X. Selkie is a low-waste company, producing small inventories to test the success of items, then using pre-sale to predict how much to buy on popular styles for future rounds. This ensures no dangerous dumping or contribution to landfills. Buy “The Babydoll Toile Puff” or similar in stock here (left), buy the “Ritz dress” similar here (middle), buy the “La Belle Etoile Cotton Puff dress” (right).
Editors note: Selkies are OFTEN sold out. I suggest if you’re looking for a specific style, go to the selkie website and find the specific name and then search TheRealReal, Poshmark, and selkie buy and trade Facebook groups. I often get my selkies secondhand by renting them from Nuuly and then purchasing them at a discount at the end of my monthly rental. You can grab my Nuuly rental code in this blog post.
Ivy City Co.
Ivy City Co is owned by three women (Tash, Whitney and Madeline) and their clothing comes in up to 3X in their women’s line, and also comes in mini and baby sizes for the kiddos in your life. Buy the Ballerina Dress in several colors (left). Buy the Antoinette dress in several colors (right).
Alpine Butterfly is an all-girl powered company catering to female empowerment and body positivity. Alpine is made for women by women. This luxury swimwear is truly different from everything you’ve ever seen before. Buy the Celeste chiffon set (left), $150 . Buy the Talulah skirt and Maya top (right).
Jefferson Lane (founded and run by Julie Hunt, local to Northern VA) is a specialty online boutique that creates handcrafted bows, apparel, and unique accessories with an element of personalization and craftsmanship. Buy the Lady Eloise cashmere sweater (left). Buy the blue toile/blue gingham mask (right).
Fairy Tong London
Fairy Tong was founded by Yingtong Chung in London in 2020. The multi-cultural background of our designers enables the collection to be versatile, unique and unforgettable. The brand is based in London, but they do ship to the United States and internationally! Buy the Aurora Butterfly dress (left). Buy the Tiana dress (right)
Dynasty Casanova is a Brooklyn, NY native and fashion designer. Her brand, Dynasty George, is a sustainably sourced and ethically made women’s wear brand. Dynasty George aims to create a sisterhood of creative, driven, and socially conscious women with the best apparel they need to feel both beautiful and confident! Buy Dynasty George Antoinette dress (left) here, buy the Daphne dress (right) here.