Image courtesy of DÔEN
Inspired by the women in her orbit, Margaret Kleveland – together with her sister, Katherine – has long understood the quiet force of female creativity. There is a particular alchemy that occurs when women design for women: an intuitive dialogue, a shared language, pieces that feel less imagined than innately understood.
As DÔEN reveals its new Spring/Summer collection, we speak with the founders about the realities of building a business on their own terms, and what distinguishes the brand in a landscape saturated with nostalgia. Beyond the romance lies intention: a modern vision of the female protagonist – self-defined, community-minded and unapologetically authentic. For Kleveland and her sister, fashion is not merely aesthetic; it is a celebration of womanhood in all its nuance, strength and solidarity.
Read on for the full interview with the DÔEN founders below
In today’s fashion landscape, what do you think DÔEN does quietly but radically different?
Image Courtesy of DÔEN
We started DÔEN as new mothers, a time that comes with a great deal of complexities for women, but also, a profound confidence and power. We wanted to make something that was authentic to that experience and celebrate the bustling, busy, and beautiful lives that women create while they live in their clothes. Everything we do as a brand, we think about women first. We are passionate and remain true to our principles that resonate within the incredible community we have created.
DÔEN has a very distinct sense of romance and restraint. In an industry full of nostalgia-driven brands, what do you think truly sets DÔEN apart — and how has that difference evolved since the brand’s early days?
Image Courtesy of DÔEN
Since our first collection in Spring 2016, our goal has been to create timeless garments designed for women – to speak to women holistically and the multitudes we all contain – and to be welcomed into the special moments of their lives, both big and small. We’ve also focused on being a product first brand since the very beginning, and while things have changed, as they do with building a business, staying rooted in these core principles have led us to where we are today.
How does DÔEN 's current selection available at Lane Crawford stand out from other brands?
It’s a dream for us to be a part of Lane Crawford, an institution in the fashion industry known for its discerning curation of the best brands. Our DÔEN assortment brings together some elevated newness that we’re really excited about, alongside some of our most beloved and foundational styles. We worked closely with the team to offer versatile separates that can be weaved into the Lane Crawford customer’s distinct style – pieces that can be worn intuitively and styled in a way that feels individual. The result is a selection that feels both true to the heart of DÔEN and reflective of Lane Crawford’s distinctive style and point of view.
DÔEN often reflects a lived-in femininity rather than an idealized one. How do real-life experiences — including motherhood — influence the emotional tone and practicality of your designs?
Image Courtesy of DÔEN
We want women to feel like they’re buying and wearing clothes they can truly live their lives in – we were both working mothers when we began building DÔEN, and we were inspired by the women around us – mothers, professionals, young girls. It felt like so many brands were catering to one group of these women – either the young professional or on the hyper-feminine but nothing we were finding was speaking to the woman holistically – the multitudes we all contain. That’s what we sought out to do with DÔEN and continue to offer to our customer base.
From your perspective, what elements make these pieces particularly distinctive and resonate with Lane Crawford customers? What kind of woman do you envision embracing DÔEN’s collection here?
Image Courtesy of DÔEN
We are very intentional in the clothes we create and where we show up, so it is incredibly special to us to be exclusively sold in Hong Kong at Lane Crawford. What’s more, is we are thrilled to invite the Lane Crawford customer into the DÔEN Community. We’ve always wanted to celebrate women and the bustling, busy, and beautiful lives that they live in their clothes and we envision women embracing this collection as they move through the many multitudes of moments that shape their lives.
If you could have a dream vacation to inspire a future collection, where would you go?
We have yet to visit Hong Kong! We’d love to visit and go to Lane Crawford!
Where do you see DÔEN in five years?
Our dream for the brand is to continue building the “World of DÔEN,” introducing new categories and products that surprise and delight our growing customer base. We’re excited about expanding our retail presence, both domestically and internationally, and offering an experience where customers all over the world can be a part of the world of DÔEN for many more years to come.
Shop DÔEN’s new collection available now at Lane Crawford
