The Dress Report: The Trends, Brands and Styling Tricks to Know This Summer

With summer just around the corner (finally!), now is the perfect time to take a close look at the season’s most in-demand piece—the dress. Summer is when we want to switch out jeans, knitwear and suede layers (thank you for your service) in favour of something a little more swishy and fun. So, I’ve taken it upon myself to evaluate the current dress climate.

As a fashion editor, I find myself routinely poring over files of runway images, inspecting street style snaps, analysing Instagram, crowdsourcing ideas from colleagues and fashion friends and looking back at archival photography to identify which key styles are coming through in the most meaningful ways; and I’ve focused my most recent efforts on summer dresses.

Dresses remain a year-round wardrobe staple, but of course, they really shine in summer. The summer dress comes in so many guises that there's always at least one to suit your style, and this year's lineup is truly reflective of that. With this in mind, and with an abundance of sources at my disposal, I’ve set out to create the ultimate guide to dresses in 2025.

Read on for my findings on the most important trends, brands, styling techniques and best-selling dresses that matter the most this summer.

The Dress Report: Your Guide to Summer 2025 in Dresses

Small Brands, Big Impact

Peachy Den, Susamusa, Kitri, Sister Jane, Rayan, Zeena Shah

There’s a noticeable wave of small, independent designers slowly but surely gaining cult status. Hailing from the British capital, homegrown brands such as Peachy Den and Susamusa have become shorthand for cool London style, tapping into '90s and '00s Brit-pop culture.

"I’m a very nostalgic person," says Isabella Weatherby, Peachy Den’s founder and creative director. "I have an obsession with looking back through my childhood clothes, memory boxes and diaries, hoping that something will spark an idea." It's no wonder then that starlets of today, such as Olivia Dean, Dua Lipa, Raye and Beabadoobee, have been spotted donning the brand's dresses and separates, adding to their viral appeal.

Meanwhile, for that whimsical, English-country-garden aesthetic, Kitri Studios, Sister Jane and Damson Madder have become go-to brands for those in the know. Statement fabrics, lace trims and bow detailing along with charming, characterful designs define their collections, and, in particular, their best-selling dresses.

"Storytelling is an essential part of the design process at Sister Jane," says Bernice Arriagada, senior designer at the brand. "Every collection has a narrative behind it, and each dress is influenced by this. Inspiration comes in many different forms for us, but vintage references are always our go-to. Whether it’s for a celebration, a weekend getaway or just because, [our customer] wants her dress to be a moment."

Haeni Kim, founder of Kitri Studios, has a similar ethos. "I think we all want to look and feel amazing in a dress—something easy, comfortable and versatile. I love wearing a dress that makes me feel cool and feminine at the same time, and because you’re one and done."

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Why the '90s Feel So Now

It is no surprise that, once again, the red-carpet stylings of the 1990s have come back around to influence the most in-demand runway designers of today. When you think of the '90s, icons such as Kate Moss, Sarah Jessica Parker, Halle Berry, Naomi Campbell and Gwyneth Paltrow quickly come to mind, and when studying their wardrobe choices for award ceremonies, parties and evening events, there is a distinct thread woven throughout.

These nostalgic style muses favoured slinky dresses cut on the bias or straight column styles with very little embellishment in pared-back, minimalist tones. It figures, then, that the cult dress brands of today are taking note and are bringing those styles into the now. Quiet-luxury titans The Row and Khaite, as well as Stockholm-born Toteme, are the fashion-person favourites, picking up where pioneers Calvin Klein, Jil Sander and Prada left off and providing palette cleansers in dress form for those who seek the simple life (and wardrobe).

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Australian Brands of Note

DISSH, Christopher Esber, Launchmetrics Spotlight, Zimmermann, Esse Studios, Posse, Net-a-Porter

As we move into the summer months, our need for escapism grows. With that comes a desire for travel, or at least a taste of the heat, and where better to find it than Australia? I’ve noted that many luxury retailers are snapping up Australian designers and bringing them to the UK shores, and the fashion set simply can't get enough.

Names such as Christopher Esber, Zimmerman and Aje have tapped into the demand for romantic, airy dresses—the sort that dare to bare a little bit of skin—for a fair few seasons now, whilst IYKYK labels St. Agni, DISSH and Posse offer more casual iterations with a focus on simple shapes and single-toned hues for that easy, unfussy Aussie vibe.

"When you think about the designers that have emerged from the Australian fashion landscape, the real clear throughline that tethers them all together is a sense of ease," notes Who What Wear’s SEO writer, Ava Gilchrist, who hails from Sydney. "These are clothes that can speak for themselves and don’t rely on heavy styling to make an impact. Shapes are breezy, fabrics are light and the energy is high. I think these principles really shape the brands that cross over from Down Under to the global stage." If you like your dresses uncomplicated, relaxed and fluid, look to the brands below.

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Making a Comeback: The Kaftan

If, like me, you have binged every season of The White Lotus and want to add a little slice of the fabulous looks worn by the characters into your wardrobe, then look no further, because the kaftan is this season’s elevated answer to the throw-on dress. Wide, floaty and often sumptuous, it's the kind of garment that goes hand in hand with bursts of bright, swirling colour and pattern, making it ideal for holidays and high-humidity dressing.

Heritage luxury fashion houses such as Pucci, Missoni and Hérmes have been showcasing kaftan-style dresses on the runway for many seasons, whilst high-end swimwear labels Johanna Ortiz, La DoubleJ and Melissa Odabash are hot on their tails with contemporary takes on the theme.

Stylist Allison Bornstein declared 2025 "a kaftan summer!" on Instagram recently, showcasing a carousel of looks from the likes of Dakota Johnson, the Olsen twins, Diane Von Furstenberg and London’s very own Twiggy to prove her point. That’s enough co-signs for me! If you, too, fancy wafting around in the biggest, most beautiful dress you can find, I’ve sourced the chicest options for you. Pool and cocktail preferred, but not necessary.

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Technique to Try: Dress Layering

A styling technique I’ve spotted bubbling up in fashion-conscious cities all over Europe—chiefly Copenhagen, Paris and Milan is the art of layering dresses over—well, anything! Tops, jeans, trousers and even skirts, on first thought, you may feel like this is overwrought, fussy and difficult to execute, but on further inspection and when broken down into smaller parts, it can look chic and effortless.

For a grown-up '70s-inspired look, team an all-over lace, floral or flouncy dress over classic blue jeans, then max out on jewellery, oversized sunglasses and touches of suede. For a more minimalist approach, opt for a napkin-style dress with delicate broderie anglaise draped over straight-cut silky trousers, or for a more playful, Pinterest-approved vibe, try a puffball minidress with a contrasting pattern or brightly coloured bottoms. This trend is ripe for experimentation and allows for endless possibilities to shop your own wardrobe. For runway inspo, Chloé, Coach and Chanel have you covered—literally.

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The Shade of the Season: Butter Yellow

Butter yellow is the sweet shade that has us all utterly transfixed for summer, and its popularity doesn't seem to be waning. The sunny hue gained cult status when Kendall Jenner wore what I would argue is the dress of the year at Coachella: Proenza Schouler’s now aptly-named Kendall dress. Consisting of a figure-hugging bodice, scoop neckline and drop waist, flared midi skirt, the sell-out style is now only available via a waiting list.

But don't fret; many other brands have also tapped into this delectable dress colour trend, including Staud, Dôen and Taller Marmo. The soft tone makes for a great wedding-guest dress option, so long as you don’t veer too light. What's notable about this trend is that it works best when there's very little pattern, flair or fuss. Just let the colour do the talking.

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Summer's Best-Seller: Nobody’s Child

Nobody's Child, Raquel Renier Estevens, Raquel Costa Gomes

It’s official: we're back in the era of the polka dot. Trends are fickle and fads come and go, but there are key styles and patterns which, whenever they come back around, remind us why we adored them in the first place. Right now, we're falling back in love with spots, dots and polkas. Natalie Munro,Best Knockoff Luxury Clothing ’s news writer, agrees. "Whilst I wouldn’t classify polka-dot dresses as a trend in the traditional sense, they're certainly having a moment right now." If you still need convincing, just ask Julia Roberts, Sydney Sweeney and Olivia Rodrigo. When stylish celebs are giving polka dots the green light, you know you're onto a winner.

The perennial pattern is peaking this summer, and one brand can't seem to keep its offering in stock. Enter Nobody’s Child and its best-selling style, the Felicity Midi Dress. Available in white, black and now a trendy chocolate brown—plus a new puffball silhouette—the dress has had many restocks so far this season, and is available in sizes from 4 to 18.

Jody Plows, Nobody’s Child CEO, muses on the success of the dress. "Polka dots are truly timeless. As a print, they’re eye-catching without being attention-seeking, and there are so many ways to wear them," she says. But why is the Felicity in particular flying? "With adjustable and detachable straps, she can be worn either as a bandeau or with perfect-fitting spaghetti straps if you want that extra support. The cut is also designed to fit the body in a specific way, with pleating that runs all over the bodice. From day to night, the secret to Felicity’s success is that she’s so easy to wear," says Plows.

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