This May, we want to feel good about what we're shopping (when we're shopping) and make sure we're supporting small businesses that need our help now more than ever. As the weather turns and we allow the sunshine to brighten our days, we're looking forward to wearing warm-weather pieces — from straw sun hats to breezy dresses that will take us right into summer — and we refuse to shy away from color, since it's a total mood booster.
We decided to spotlight some of our favorite women-run fashion brands and the lovely pieces they're creating. (Shout-out to Roxanne Assoulin and her "Love Endlessly" pendant — we feel you!) You probably haven't heard of all of these labels, but we promise you'll continue to follow them now that we're making the introduction.
Even though we know not everyone can afford to shop right now, these are companies that could use your help if your finances allow it and, like us, you've been de-stressing with some online browsing. Whether you're shopping for Mother's Day or looking to treat a loved one with something special to show them you've been thinking of them, you will definitely find something meaningful when you scroll.
"Doen's beautiful collections are always super soft and thoughtfully made. This season, I'm snagging the perfect cardi-meets-T-shirt with this Doen Amelie Tee ($98). The sweet florals and pretty yellow will feel springy, fresh, and slightly nostalgic whether it's paired with jeans or sweatpants for the time being." — Hannah Weil McKinley, director, Fashion + Shop
"Mar y Sol is one of my favorite brands that we have included in our POPSUGAR Must Have box. I love this new Mar y Sol Bella Hat ($125), which will be perfect as I try to find ways to enjoy the sunshine this summer while protecting my face." — Lisa Sugar, POPSUGAR editor in chief
"The Roxanne Assoulin Love Endlessly Gold-Tone Necklace ($75) reminds me that we could all use a little more love this month." — Dana Avidan Cohn, POPSUGAR executive style director
"Aviva Falk's mantra is 'If you dress for a party, life will always be one,' and her bold pieces reflect that. Right now, I just want a wear-everywhere summer dress that will make me feel good, and the Viva Aviva Harbor Dress ($375) puts a huge smile on my face." — Sarah Wasilak, editor, Fashion
"I can't get enough of the dreamy LA-based brand Evewear. The brand's sleepwear is not only adorable but pretty affordable, too. I can't wait to try this Evewear The Princess ($104)." — Nikita Ramsinghani, associate editor, Fashion.
"Sick of sweatpants and leggings? Enter this adorable frilly Sleeper Lounge Linen Suit ($250) — and when you buy it via this link, you're not just supporting the women-founded brand but also the beloved (and women-founded!) Hero Shop in SF. Doubly awesome, no?" — HWM
"Line by K is an LA-based brand created by Karla Deras. The designer creates staple pieces that don't have to be basic at all. Case in point? This The Line by K Stevie Top ($99)." — NR
"I've always loved the playfulness of Susan Alexandra's bags. These days, I am not carrying much when I go out, so it's the perfect time to invest in her blue Eye Card Holder ($88). I can throw it in any bag, but for days when I am running out with just my credit cards, this is perfect." — LS
"Meredith Lein is the strong force behind Lein Studio, creating beautiful, bespoke bridal looks for women. I can't wait to work with her on some of my own bridal looks, but in the meantime, I'll be scoping out her site for must-have accessories like The Lein Pouch ($250), which looks so cute doubled up with a second mini tote and a breezy dress." — SW
"Not only is Alex and Ani a jewelry company founded by a woman, but the entire executive team is made up of women, too! Lately, I've been really into stackable rings, and I'd love to collect the Alex and Ani Initial Adjustable Rings ($38) in a few different letters to represent my loved ones and hold them close right now." — SW
"This sustainable brand makes the coziest sets. I love this clay-toned Lewis Hoodie ($128) as loungewear or over a swimsuit." — DAC
"Wide-leg denim is back, and I'm looking for pairs that hit just right with sandals, like the Trave Joan Full Wide Leg Jeans ($298)." — DAC
"This brand makes beautifully constructed summer-ready hats and has a loyal celeb following to prove it. The Avenue Estelle Fedora ($120) is calling my name." — DAC
"Susan Alexandra is one of my favorite New York designers to support. Not only are her beaded bags so much fun, but her jewelry pieces, like these Basketball Earrings ($138), are also perfect for those who don't even play the sport." — NR
"Desert Dreamer is a label designed in LA and made responsibly in Guatemala. For Mental Health Awareness Week (5/18 to 5/24), the brand is donating 10 percent of sales from its site to To Write Love On Her Arms, which focuses on normalizing the conversation surrounding mental health. I love the Desert Dreamer x Smiley Peace Of Mind Happy Mind Crew Neck Sweatshirt ($39), which is available on Desert Dreamer and at PacSun." — SW
"Dame is an LA-based brand started by Alexx Jae Monkarsh. The name literally stands for 'strong, badass women,' and the classic Complete Jumper ($295) is for a girl with a bold sense of style who can easily dress it up or dress it down. I can't wait to style this effortlessly with a simple summer sandal." — SW
"I love how Dannijo's founders have pivoted with innovative product initiatives that keep us entertained at home while also giving back. This Dannijo Deluxe Hoodie and Patch Kit ($170) is the perfect at-home DIY, and with every purchase, Dannijo will gift a hoodie to a healthcare worker in your honor." — HWM
"Sarah Somers, founder of Deseda, collaborates on her silk scarves with artists, and I'm particularly fond of the Monarchs + Milkweed ($175) pattern, a collab with Elise Mesner, which is elegant and whimsical and also totally brings me back to the early 2000s." — SW
"Founders Joyce Binneboese and Dana Roski created Wald Berlin to empower women with their whimsical, handmade jewelry, which is all made by their fair-trade collective in Germany. This Wald Smilie Dude Two Pearl Necklace ($185) brings a huge smile to my face." — NR
"Margaux's shoes are celebrated for their comfort meets style, so you know Margaux's Slipper ($108) is going to be just the thing for indulging in some serious comfort at home. They're like your favorite ballet flats that just happen to be made of cashmere and look really good with your loungewear." — HWM
"I'm loving Alex Beks's line, which has a team of all women and makes essential, statement making accessories like the Clinch Belt Brass Buckle Belt ($164)." — SW