Contemporary dress brands have become a sweet spot in fashion right now, with buyers constantly on the hunt for the next cult dress by the next little-known brand to skyrocket on Instagram. One of the success stories this summer is Rhode—a brand founded as a resort label, promising to create a luxurious, but vibrant holiday wardrobe. The heart of Rhode, however, is its dresses. Why? Because you're just as likely to spot its printed smocked dresses and cotton midis at a wedding or in an office as you are on the beach in Tulum.
The Instagram feed makes clear that this is a label closely aligned with luxury travel—Positano and Santorini are often the backdrops to these designs. However, among all that wanderlust, you'll also see the likes of Eva Chen wearing the printed dresses to the office. The Ella dress is the most popular style with the Instagram crowd, and is a minidress with a full skirt and puffy sleeves and a rope belt looped around the waist. The strategy is to create a handful of signature silhouettes and then re-create them in every colour and print you could hope for—from tie-dye to a more classic, crowd-pleasing rose print.