Reformation's aesthetic is romantic and feminine with a vintage touch. Their beautiful editorial photography and classic designs have captured the interest of a whole generation of women, but it's their commitment to sustainable and ethical manufacturing that keeps us coming back.
Since Reformation came on the scene a decade ago, it has become the go-to brand for cool girls everywhere. Celebs like Rihanna [1], Taylor Swift [2] and Emily Ratajkowski can't get enough of their timeless pieces. Reformation's impact on the industry has not only helped make sustainable fashion sexy, but it's also inspired an influx of midluxury brands that are founded and run by women. Retailers like Réalisation Par, Rouje, Oresund Iris, and Rat & Boa (to name a few) are catering to a similar aesthetic of effortless chic.
Thanks to Instagram, it's supereasy for young women to start their own clothing companies and promote their products with limited physical store space or a marketing budget. Weekly, if not daily, our Instagram feeds are filled with beautiful handmade garments from small boutiques that we're often discovering for the first time. Social media has opened up a limitless resource of fashion and style inspiration, plus a treasure trove for finding up-and-coming brands that are more ethical alternatives to fast fashion.
Ahead, we've found five small-scale boutiques that you will absolutely love, each with their own unique take on Instagram's romantics aesthetic. That is, a bit of Laura Ashley, prairie style, with some vintage Parisian vibes in minimal, timeless designs. Keep your purse close by because you're going to want to bookmark these boutiques for all your Summer style needs.
De La Vali
Born in Ibiza and founded by good friends Jana Sascha and Laura Castro, this boutique boasts ruffled Summer dresses with a sexy Spanish flair. Described as 'free spirited and bohemian', De La Vali is a favourite of models Adwoa Aboah, Lais Ribeiro, and broadcaster Laura Jackson. The Chiquila White Cotton Mini Dress [4] (£220) would make a great addition to your summer dress collection. They also have a great selection of luxe two-piece sets, coats, skirts and suits.
Rouje
Founded by Jeanne Damas in 2016, the very close friend of Simon Porte Jacquemus wants Rouje to be for all women. "Our sisters and mothers, our friends and grandmothers: A new take on femininity, sensual and not cliché" Damas wrote on her website. Rouje's designs are inspired by vintage silhouettes of the 40s, 60s, and 80s with a modern twist. We especially love the Rouje Mallory dress [5] (£95) for summer brunches and dates.
Kai Collective
Black British entrepreneur Fisayo Longe is definitely a name to keep on your radar. The 20-something launched her clothing company Kai Collective in 2016, after spending five years building a strong online presence through fashion and travel blogging. Now, her collective is steadily growing into a movement with its Bea Dress Ginger [6] (£120) becoming a brand classic.
With Jéan
Romantic boutique With Jéan is championing the prairie aesthetic this Summer. A quick look on their Instagram features cute bustier tops, puff-sleeves, and frilled minidresses in a muted and monochrome palette. Available exclusively online, With Jéan was founded in 2017 by two friends who produce and manufacture their pieces in Bali, Indonesia. The company recently joined forces with i=Change, which means that £1 of every purchase is donated to charity organisations that focus on empowering women and girls.
Of the brand's bestsellers, the With Jéan Naomi Set [7] (£183) is set to be a summer favourite.
Musier Paris
This little French boutique is a gem for fresh, classic pieces. Founded in 2018 by Anne-Laure Mais, Musier Paris captures an aesthetic that we'll describe as "contemporary vintage romance." The brand's Mira Jumpsuit [8] (£116) is a great addition to your summer wardrobe.