Party season is upon us—and so too is the influx of outfit conundrums it brings. Allow Dress Code to demystify and debunk what to wear when and where, and how to wear it, as advised by those whose innate style never fails to inspire and influence.
Annie Doble follows her instincts. At 16-years-old, she set up a stand in London’s Spitalfields Market and quickly earned a reputation as a go-to on the scene for it girl-approved vintage. And by the age of 20, she had opened the doors to Annie’s Ibiza, an Aladdin’s cave-type boutique in the Balearic island’s Old Town. With a mere €200 personal investment and her fingers crossed, she amassed a money-can’t-buy list of discerning VICs—very important clients—that includes Kate Moss, Naomi Campbell, Margot Robbie, Zendaya, Amal Clooney, and Dakota Johnson. Recently, Doble—who expanded to London’s Carnaby Street in 2020 and earned a place on the London Fashion Week show schedule—added another feather to her cap with the debut of an Annie’s Ibiza outpost in New York’s SoHo neighborhood. Open now and bursting at the seams with sparkle and history-steeped finery, it’s a transportive destination for the kind of party-wear that stands the test of time and sparks conversations with strangers. As she prepared for the shop’s opening night, Doble divulged her own approach to dressing for moments in the spotlight.
What s your process for getting dressed? Do you make an effort even when you don t have to go anywhere?
I always have some sort of uniform. I find that easier, especially when I’m working, under pressure, or busy—which is always. I have an airport uniform, a design uniform, and, of course, my shop floor uniform for when I’m working in the store. It really helps to simplify my day. My outfits are always smart, comfortable, and classic. I don’t even own sweatpants or trainers!
When you want to feel confident—what boxes does your outfit need to tick?
It needs to be something special; something with a great story or technique behind it. I love talking about the clothes I’m wearing, and it always gives me confidence when I can share the history of a piece, whether that’s one of my archival items or one of my own designs.
A breakfast event pops up for tomorrow. What’s a failsafe outfit for an early morning when you want to feel polished?
My favorite outfit for early mornings is my silk Angelo shirt, which I designed for my last collection: it almost looks like silk armor. I pair it with a Prada dress, made from a beautifully structured taffeta fabric. Sometimes I swap the Prada dress for the Medici skirt and Medici corset for a more polished look, and I finish the outfit with a long black coat.
What type of dress code fills you with dread? And what s your workaround for that?
Casual! [Laughs] None of my wardrobe is casual, so I never know what to wear for this occasion.
A luncheon is on the calendar. How might you approach putting together a look?
For lunches, I love wearing a cute tailored suit jacket with a little matching skirt, whether it’s tartan or thread embroidery. It always feels polished and put together. I love co-ordinated sets too; a strong look gives me confidence.
What are your thoughts on costume parties? All in with the DIY, or politely decline?
I love costume parties and getting into character by putting together outfits from my own archive. No matter what the theme is, I always seem to have the look in my wardrobe. Costume party outfits come easily to me because they give me an excuse to explore the archive and wear pieces I wouldn’t normally have the chance to. My collection spans everything from 17th century garments to more contemporary designs.
The 5 p.m. slump has hit, but a dinner party is on the cards. What will energize you when shifting from day to night?
We don’t typically work 9–5, as our Ibiza store is open until 2 a.m. in the summer, so our days follow a different rhythm. If I’m in Ibiza and the afternoon hits and I’ve been on calls all day, I just head down to the store and spend an hour with the clients and the team, and I’m instantly energized. It completely shifts my mood and makes me so happy. In London, when I’m working from our head office, I always make sure there’s a playlist on throughout the day. I’ve been listening to music pretty much all day, every day, for the last ten years—whether in-store or in the office. Music is such a big part of Annie’s.
You’ve no time to think about what to wear for an after-work gathering—what outfit formula always works for you in a bind?
A structured black corset, a mini skirt, tights, and some cute black 1990s-style Jimmy Choos that have a red rose on the side.
What s your read on cocktail attire, in general? What s an outfit you tend to rinse and repeat?
The idea of the perfect cocktail dress informs a lot of my collection. Glass beadwork has been a key component in many of my favorite pieces—it’s incredible what can be achieved with glass. I’m a huge advocate for outfit repetition, as the foundation of Annie’s was built on creating timeless pieces that aren’t trend-based and can be worn for generations. I believe trends are the most unsustainable way of shopping. Instead, I encourage investing in brilliant pieces designed to be treasured and passed down. I like to curate my wardrobe with items I truly love and know I’ll rewear for the next twenty years or more. I adore when my dresses hold memories: I’m always filled with love when I get to wear them again.
What about black tie? Do you like to take risks, or play it pretty safe?
When it comes to black tie events, I like to have fun with the dress code, incorporating timeless elements but adding fun through details like intricate embroidery, beadwork, or threadwork.
What after-dark pieces get the most wear in your wardrobe, year after year?
My mini Egyptian dresses are made from off-cut fabrics sourced in Cairo in the 1920s and they’re crafted from real silver. I love these pieces because they’re incredibly comfortable to wear, which is especially important during summers in Ibiza. They feel almost weightless in the heat, making a statement while remaining completely effortless. My Divinus dress is also a go-to; its corseted shape and handy pockets make it both flattering and practical.
Do you have a favorite party-ready piece or accessory that always inspires conversation with strangers?
I’m so excited about my new Mercer dress, which was inspired by the stained glass windows I made in Cádiz this summer. Honestly, all of the pieces I design are incredibly intricate; every single dress has its own story and unique source of inspiration, whether it’s the Gates of Paradise in Florence, an 18th century vase, or a forgotten Ottoman technique of metallic stitching.
What s always in your evening bag?
My boyfriend usually carries my handbag when we’re out, as I like to run around and be hands-free: that’s why so many of my dresses have pockets, mainly for my lipstick. I always have my old film camera with me too.
Annie s Ibiza is now open at 110 Mercer Street.
