July 3, 2022

Kimberley Gordon knew precisely what she was doing with the Puff Costume, the voluminous, cupcake-like garment from her model Selkie that is turn out to be an authorized viral sensation. (On TikTok, the #puffdress hashtag presently has six million views.)

“I labored very diligently to get this to occur,” Gordon tells Fashionista. “Each time I launch something, I am attempting to get extra individuals to see it and find it irresistible.”

In 2018, after being pushed out of her personal firm (Wildfox, the late aughts favourite recognized for its cheeky T-shirts and tie-dye sweatpants), Gordon was keen to start out anew. “Clothes is an adjunct to our tales in life,” she says. “I knew I needed to make clothes that helped ladies inform their very own tales. The ladies I wish to cater to are fantastical women who love their imaginations, who love dressing up, who’ve a really female aspect.”

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