Kimberley Gordon understood precisely what she was executing with the Puff Dress, the voluminous, cupcake-like garment from her brand Selkie that’s become a accredited viral feeling. (On TikTok, the #puffdress hashtag at the moment has six million sights.)

“I labored really diligently to get this to come about,” Gordon tells Fashionista. “Just about every time I start nearly anything, I’m trying to get extra people today to see it and love it.”

In 2018, following getting pushed out of her very own company (Wildfox, the late aughts favored acknowledged for its cheeky T-shirts and tie-dye sweatpants), Gordon was eager to get started anew. “Outfits is an accessory to our tales in lifestyle,” she claims. “I understood I desired to make clothing that assisted ladies convey to their possess stories. The gals I want to cater to are fantastical ladies who adore their imaginations, who like dressing up, who have a pretty feminine side.”