Wait—Is This Brand the New Isabel Marant?

Certain brands are an established part of boho's fashion vernacular—where would we be without Isabel Marant's, Anna Sui's or Free People's unwavering dedication to the breeziest style ideals?—but until recently, only a select group of bohemians was able to shop from one of the best brands in this hippie faction. For embroidered kaftans that can pass as suitable day dresses in the city and block-printed blouses that a grown-up gap year in India could supply, New York–based Ulla Johnson is the brand name your wardrobe has been secretly pining after every time summer comes around. If you've ever wondered where Kate Bosworth stocks up on her prettiest hot-weather wares, it's Ulla. If you've seen countless shirred smocks, floral, cutout wedding-guest dresses or flounced skirts that you can't quite pinpoint to a source, you can bet Ulla's to blame.

Ulla Johnson


Style du Monde/Rex

This Brooklynite's label has been a cult favourite in boho circles since its inception in 2000, but Ulla has finally been fully recognised here in the UK, being picked up this season by such major stockists as Net-a-Porter and Avenue32. This makes sense when two popular looks from last year continue to inspire summer wardrobes across the industry: the above Ulla Johnson blouse formulas from Jenny Walton and Alexa Chung feel just as unique today.

Ulla Johnson


Getty Images/Natalie Off Duty

While Ulla's cotton wrap skirts have proven to be a retail hit (good luck trying to track down the Camila in Raisin), celebrities and influencers continue to endorse the many dress styles that can count for the majority of each season's offering. In order to complete the far-flung uniform, Johnson has kindly bulked out her collections with the kind of subdued staples, and unique shoes and bags that fit the modern boho bill when mixed and matched together.

Go through the gallery below to shop our favourite Ulla Johnson pieces.

Make like Jenny Walton, and pair this with a clashing scarf.

The popular style, in holiday-friendly white.

So much character in one pair of sandals.

Embroidery, pom-poms, a rope belt… everything we want in a beach dress.

Solves all your formal event looks this season.

Lace-up knitwear is still going strong.

Tan sandals are this dress's match made in heaven.

Every boho girl needs some sort of jumpsuit in her life.

An elegant piece you'll be able to pull out summer after summer.

You know the drill now: Add denim shorts, and go.

Pair with cropped kick-flares for your next brunch outing.

Modernise the prairie vibes with a white tee underneath.

Next up, 2017's new street style trends.

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