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With summer just around the corner (finally!), now is the perfect time to take a close look at the season’s most in-demand piece—the dress. Summer is when we want to switch out jeans, knitwear and suede layers (thank you for your service) in favour of something a little more swishy and fun. So, I’ve taken it upon myself to evaluate the current dress climate.
As a fashion editor, I find myself routinely poring over files of runway images, inspecting street style snaps, analysing Instagram, crowdsourcing ideas from colleagues and fashion friends and looking back at archival photography to identify which key styles are coming through in the most meaningful ways; and I’ve focused my most recent efforts on summer dresses.
Dresses remain a year-round wardrobe staple, but of course, they really shine in summer. The summer dress comes in so many guises that there’s always at least one to suit your style, and this year’s lineup is truly reflective of that. With this in mind, and with an abundance of sources at my disposal, I’ve set out to create the ultimate guide to dresses in 2025.
Read on for my findings on the most important trends, brands, styling techniques and best-selling dresses that matter the most this summer.
The Dress Report: Your Guide to Summer 2025 in Dresses
Small Brands, Big Impact
Image credits: Peachy Den, Susamusa, Kitri, Sister Jane, Rayan, Zeena Shah.
There’s a noticeable wave of small, independent designers who are slowly but surely gaining cult status. Hailing from the British capital, homegrown brands such as Peachy Den and Susamusa have become shorthand for cool London style, tapping into ’90s and ’00s Brit-pop culture. “I’m a very nostalgic person”, says Isabella Weatherby, Peachy Den’s founder and creative director. “I have an obsession with looking back through my childhood clothes, memory boxes and diaries, hoping that something will spark an idea”. No wonder starlets of today, such as Olivia Dean, Dua Lipa, Raye and Beabadoobee, have been spotted donning the brand’s iconic dresses and separates, adding to their viral appeal.
For that whimsical, English country garden aesthetic, Kitri Studios, Sister Jane and Damson Madder have entered the chat. Statement fabrics, lace trims and bow detailing, plus charming, characterful designs, define their collections and, in particular, their best-selling dresses. “Storytelling is an essential part of the design process at Sister Jane” quotes Bernice Arriagada, senior designer at the brand. “Every collection has a narrative behind it and each dress is influenced by this. Inspiration comes in many different forms for us, but vintage references are always our go-to. Whether it’s for a celebration, a weekend getaway, or just because, [our customer] wants her dress to be a moment.”
Haeni Kim, founder of Kitri Studios, has a similar ethos: “I think we all want to look and feel amazing in a dress—something easy, comfortable and versatile. I love wearing a dress that makes me feel cool and feminine at the same time, and because you’re one and done”. Enough said.
Shop Small Dress Brands:
DREAM SISTER JANE
Haven Ruffle Midi Dress
Ruffles for days! It’s giving vintage vibes.
KITRI
Danna Tulip Print Dress
So delicate and sweet, but super wearable for daytime.
PEACHY DEN
The Marie Knit Mini Dress
A cool-girl pillar-box red dress which will never go out of fashion.
This moves so beautifully in the wind. Quite 90s, no?
DAMSON MADDER
Angelina Midi Dress
Damson Madder have earned their stripes. This is so fun!
DREAM SISTER JANE
Grassland Cross Straps Midi Dress
A shirred bodice dress is always a winner. So comfortable, yet so pretty.
Why the ’90s Feel So Now
Image credits: Khaite, Getty, Toteme, Launchmetrics Spotlight.
It is no surprise that, once again, the red-carpet stylings of the 1990s have come back around to influence the most in-demand runway designers of today. When you think of the ‘90s, icons such as Kate Moss, SJP, Halle Berry, Naomi Campbell, and Gwyneth Paltrow quickly come to mind and, when studying their wardrobe choices for red carpet, parties and evening events, there is a distinct thread woven throughout them.
These muses favoured slinky dresses cut on the bias or straight column styles, both with very little embellishment in pared-back minimalist tones. No wonder that cult brands today are taking note and are bringing those styles into the now. New York-based labels The Row and Khaite, as well as Stockholm-born Toteme, are the fashion person’s favourites, picking up where pioneers Calvin Klein, Jil Sander and Prada left off, providing palette cleansers in dress form for those who seek the simple life (and wardrobe).
Shop ’90s-Inspired Dresses:
TOTEME
Compact Knit Halter Dress
The simpler, the better—Totême keep things refined.
THE ROW
Nicole Dress in Silk
This is a sublime, yet pared-back dress. Keep accessories simple.
KHAITE
Isabella Dress in Bone
A modern marvel. Khaite is the name on everyone’s lips right now.
KHAITE
Tulula Silk Poplin Slip Dress
Cotton poplin dresses are so breathable for high summer.
This is giving Kate Moss vibes!
THE ROW
Kole Satin Maxi Dress
Monochromatic, yet ethereal. The Row know minimalism like no other.
Australian Brands of Note
Image credits: DISSH, Christopher Esber, Launchmetrics Spotlight, Zimmermann, Esse Studios, Posse, Net-a-Porter.
As we move into the summer months, our need for escapism grows. With that comes a desire for travel, or at least a taste of the heat, and where better to find it than The Land Down Under? I’ve noted that many luxury retailers are snapping up Australian designers this season, bringing them to the UK shores—and the fashion pack simply can’t get enough.
Brands including Christopher Esber, Zimmerman, and Aje have tapped into the demand for romantic, airy dresses—the sort that dare to bare a little bit of skin—for a fair few seasons now, while IYKYK labels St. Agni, DISSH and Posse offer more casual iterations with a focus on simple shapes and single-toned hues for that pared-back, unfussy Aussie vibe.
“When you think about the designers that have emerged from the Australian fashion landscape, the real clear throughline that tethers them all together is a sense of ease”, notes Who What Wear’s SEO writer Ava Gilchrist, who hails from Sydney. “These are clothes that can speak for themselves and don’t rely on heavy styling to make an impact. Shapes are breezy, fabrics are light, and the energy is high octane. I think these principles really shape the brands that cross over from down under to the global stage.” If you’re looking for dresses that are uncomplicated, relaxed and fluid, look to the brands below.
Shop Australian Dress Brands:
POSSE
Lori Gingham Cotton-Poplin Midi Dress
Hold the picnic blanket! This gingham midi makes me want to live La Dolce Vita.
DISSH
Gabby Flared Cotton-Poplin Midi Dress
So swishy, and so graceful. The chocolate brown shade is delectable.
ST. AGNI
Strapless Tie-Back Crinkled Cotton-Blend Maxi Dress
This is such a great day to night dress, and simply made for wedding guest dressing.
CHRISTOPHER ESBER
Crimped Lace Cami Crepe Midi Dress
Dare to bare, courtesy of Christopher Esber. The cool girls will know.
ESSE STUDIOS
Illi Strapless Stretch-Knit and Silk-Crepe Maxi Dress
Cornflower blue will always be famous. ESSE STUDIOS should be on your radar now.
ZIMMERMANN
Illuminate Macrame Maxi Dress
Looking for the ultimate boho-chic dress? Look no further. Thank you, Zimmermann!
Making a Comeback: The Kaftan
Image credits: HBO, Cheyenne Maya-Carty; Johanna Ortiz, Net-a-Porter, Getty, Pucci, Mark Townsend.
If, like me, you have binged every season of The White Lotus and want to add a little slice of the fabulous looks worn by the characters into your own wardrobe, look no further—the kaftan is this season’s elevated answer to the throw-on dress.
Wide, floaty and often sumptuous, it’s the kind of garment that goes hand in hand with bursts of bright, swirling colour and pattern, making it ideal for holidays and high-humidity dressing. Heritage luxury fashion houses such as Pucci, Missoni, and Hèrmes have been showcasing kaftan-style dresses on the runway for many seasons, while high-end swimwear labels Johanna Ortiz, La DoubleJ and Melissa Odabash are hot on their tails with contemporary takes on the theme.
Stylist Allison Bornstein declared it “a kaftan summer!” on Instagram recently, whilst showcasing a carousel of looks from the likes of Dakota Johnson, the Olsen twins, Diane Von Furstenberg and London’s very own Twiggy to prove her point. That’s enough co-signs for me! If you, too, fancy wafting around in the biggest, most beautiful dress you can find, I’ve sourced the chicest options for you. Pool and cocktail, optional.
Shop Kaftans:
JOHANNA ORTIZ
Landscapes Embellished Printed Silk Crepe De Chine Maxi Dress
I am obsessed with the rich green shade to this maxi. Johanna Ortiz is a master of vacation dressing.
LA DOUBLEJ
Icon Magnifico Draped Printed Silk-Twill Maxi Dress
This LA DOUBLEJ maxi exudes The White Lotus-style drama.
PUCCI
Vivara Silk Twill Kaftan
Keep it classic and retro with Pucci. Heads will turn!
MISSONI
Striped Metallic Crochet-Knit Kaftan
I’m always partial to a Missoni zig-zag. This floaty kaftan is sophisticated and modern.
MELISSA ODABASH
Eloise Printed Maxi Dress
Melissa Odabash have tapped into the Yves Klein Blue colour palette with this punchy maxi.
MARY KATRANTZOU
Satin Floral Collins Kaftan
Keep it classy and covered with this pretty floral option.
Technique to Try: Dress Layering
Image credits: Zara, Launchmetrics Spotlight, Chanel McKinsie, Coperni, Mango, MV Tiangue.
A styling technique I’ve spotted rising up in fashion-conscious cities all over Europe, chiefly Copenhagen, Paris, and Milan, is the art of layering dresses over, well, anything! Tops, jeans, trousers and even skirts. On first thought, you may feel like this is overwrought, fussy and difficult to execute, but on further inspection and broken down into smaller parts, it can look chic and effortless.
For a grown-up ‘70s look, team an all-over lace, floral or flouncy dress over classic blue jeans, then max out on jewellery, oversized sunglasses and touches of suede. For the minimalist approach, opt for a napkin-style dress, with delicate broderie anglaise draped over straight-cut black silky trousers. Or for a more playful, Pinterest-approved vibe, try a puffball mini dress with a contrasting pattern or brightly-coloured bottoms. This trend is ripe for experimentation and allows for endless possibilities to shop your wardrobe. For runway inspo, Chloé, Coach and Chanel have got you covered, quite literally.
Shop Layering Dresses:
Pair with soft blue jeans for the ultimate Summer of Love feeling.
SKALL STUDIO
Emmy Embroidered Linen Midi Dress
Sleek and chic! Slip on some silky black pants for the head to toe look. A flip-flop too!
FREE PEOPLE
Bailey Battenburg Dress
This is just made for wearing with big blue jeans, or even a bloomer short. Cute!
AMY LYNN
Dionne Plaid-Print Puffball Woven Mini Dress
AMY LYNN dresses have gone viral for a reason. Drape this plaid number over a contrasting trouser or slim tailored trousers. Heels, too!
MANGO
Ruffled Floral Print Dress
This dress gives me noughties nostalgia. Team with selvedge jeans and a tiny shoulder bag.
Bubble-hem dress are prime target for layering. Go for neutrals with this ARKET beauty.
The Shade of the Season: Butter Yellow
Image credits: Zeena Shah, Maria Alia, Backgrid UK, Staud, DÔEN, MyTheresa, Eniswardrobe, Sara Walker.
I can’t believe it’s not butter! For summer, this sweet shade has had us all utterly transfixed and its popularity doesn’t seem to be waning. The sunny hue gained cult status when Kendall Jenner wore what I would argue to be the dress of the year at Coachella Festival; Proenza Schouler’s now aptly-named Kendall dress. Consisting of a figure-hugging bodice, scoop neckline and a drop waist, flared midi skirt, the sell-out style had all in a tizzy and now is only accessible via waitlist.
But don’t fret, as many other brands have also tapped into this delectable colour trend, including Staud, Dôen and Taller Marmo. The soft tone makes for a great wedding guest dress option, so long as you don’t veer too light—just add sunnies and strappy sandals. What is noticeable about this trend is that it works best when there is very little pattern, flair, or fuss. Letting the colour do the talking is how to wear it this summer.
Shop Butter-Yellow Dresses:
REFORMATION
Balia Linen Dress
Reformation dresses always deliver on the brief. This is buttery goodness at its finest.
DÔEN
Pamelina Ruffled Shirred Lace Midi Dress
DÔEN keep things lacy and graceful with this marigold delight.
STAUD
Ellison Pleated Midi Dress
This is the dream. STAUD sets the dress standard, once again.
PRETTY LAVISH
Opal Ruffle Cotton Maxi Dress
So buttery, so delicate. This Pretty Lavish dress ticks so many boxes for me!
TALLER MARMO
Bambolino Cold-Shoulder Fringed Linen Maxi Dress
Bring the glamour with this Taller Marmo fringed fancy.
OMNES
Iris Maxi Dress in Yellow
London-based brand OMNES keep things responsibility made, but trend-forward.
Summer’s Best-Seller: Nobody’s Child
Image credits: Nobody’s Child, Raquel Renier Estevens, Raquel Costa Gomes.
It’s official—we’re back in the era of the polka dot. Trends are fickle and fads come and go, but there are key styles and patterns which, whenever they come back around, we remember why we adored them in the first place and fall back in love with them all over again. That seems to be the case with spots, dots, and polkas. Natalie Munro, Who What Wear’s news writer, agrees. “Whilst I wouldn’t classify polka-dot dresses as a trend in the traditional sense, they’re certainly having a moment right now.”
The perennial pattern is at its peak and there’s one brand that cannot seem to keep its offering in stock. Enter Nobody’s Child and its best-selling style, the Felicity midi dress. Available in white, black and now a trendy chocolate brown—not to mention abrand new puffball silhouette—the dress has had many a restock so far this season and is available in an inclusive range of sizes, from 4 to 18. Jody Plows, CEO of Nobody’s Child, muses on the success of the dress, “Polka dots are truly timeless. As a print, they’re eye-catching without being attention-seeking and there are so many ways to wear them.”
So why is the Felicity dress simply flying out the door? “With adjustable and detachable straps, she can be worn either as a bandeau or with perfect-fitting spaghetti straps if you want that extra support. The cut is also designed to fit the body in a specific way, with pleating that runs all over the bodice. From day to night, the secret to Felicity’s success is that she’s so easy to wear.” When Julia Roberts, Sydney Sweeney, Olivia Rodrigo give polkas the green light, you know you’re onto a winner.
Shop Nobody’s Child Polka-Dot Dresses:
NOBODY’S CHILD
Brown Polka Dot Bandeau Felicity Midi Dress
The brand new chocolate iteration of their best-selling style. Delish!
NOBODY’S CHILD
White Polka Dot Bandeau Felicity Midi Dress
This is the dress. Full stop, or spot, I should say.
NOBODY’S CHILD
Black Polka Dot Bandeau Felicity Midi Dress
This black version, with white polkas, is perfect for a wedding guest look.
NOBODY’S CHILD
Black Polka Dot Adrian Midi Dress
Another great polka from Nobody’s Child. This one has more flutter!
NOBODY’S CHILD
Brown Polka Dot Felicity Bubble Hem Mini Dress
Keep it short and sweet with this mini chocolate moment.
NOBODY’S CHILD
Poppy Delevingne Black Polka Dot Pandora Midi Dress
This Poppy Delevingne x Nobody’s Child dress is a fun and frilly day-time option.
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