Everyone’s looking back to 2016–and for good reason. Not only was it a momentous year for iconic pop culture moments and unforgettable Snapchat filters, but it was also the year when it all began for sisters Margaret and Katherine Kleveland and their beloved brand, Dôen.
It’s hard to imagine a time before Dôen’s dreamy dresses and romantic florals brightened up our wardrobes; a sentiment echoed by the duo, who are still in disbelief at their journey from small but mighty direct-to-consumer brand to household name synonymous with warm-weather elegance and ease. “When we launched the brand, we truly felt like there was a gap in the market serving women as a whole. We felt that many brands were singularly focused on either the young professional or the hyper-feminine,” explains Margaret of the brand’s early beginnings.
Bridging this gap has helped them carve out a niche of their own, while still giving themselves plenty of room to grow: In 2025, Vogue Business reported that the brand was set to reach $100 million dollars in revenue, with seven (and counting) brick and mortar stores across the nation; another boutique is expected to open later this year. Fueling their success is a wide and loyal Dôen fan base, who faithfully collect their favorites each season, one cotton Ischia dress at a time.
To celebrate their ten-year anniversary, the Kleveland sisters wanted to surprise their community with a limited edition collection, available online today. To do so, they dove into the archives to bring back nostalgic fan-favorites, elevating them for the occasion—and for the new customer—with ultra-delicate handiwork and thoughtful expressions of craft. “We were inspired to create this collection to not only reflect but celebrate ten years of the brand—the beautiful moments made, our incredible community, and the many loved ones who have been on the journey with us.”
Beloved styles like handkerchief dresses and tops will come in ornate filet lace decorated with hand-placed beads and silk ribbon, while newly imagined styles like the Josephine dress will give longtime customers the chance to pick up a new collectors’ item. Each piece in the limited capsule is near and dear to the sisters, and it was only right that model and friend Alex Noiret was their muse for this special anniversary collection. “A memorable moment for us was our first campaign, when our founding partner and photographer, Hilary Walsh, first cast and shot our now dear friend Alex Noiret. It was only fitting that we could commemorate ten years with Alex as our muse in our beautiful images for this special collection,” adds Margaret.
The sisters may be at a high right now, but there’s no slowing down for them. As for what’s next? They want to continue their Dôen world building, adding to their core assortment and cultivating a global footprint. The future can wait till tomorrow. Today, they’re marking the moment with friends and family—and some gorgeous dresses—by their side.
Shop the collection below:
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