When a brand built on California ease plants its flag on the Upper East Side, it’s not merely a store opening—it’s a cultural collision. Doen, the label founded by sisters Margaret and Katherine Kleveland in 2016, celebrated its second Manhattan boutique last Thursday at Chez Fifi, trading coastal breezes for caviar and cocktails. The guest list read like a downtown fashion fairy tale: Iris Apatow, Lila Moss, Chloe Fineman, Lily Rabe, and Busy Phillips all drifted through the two-story restaurant in Doen’s signature romantic silhouettes—the kind of prairie-inspired dresses and delicate blouses that have made the brand a cult favorite among those who crave a softer, more nostalgic femininity.
Historically, this moment echoes lingerie’s own journey from the private boudoir to public spectacle. In the 19th century, corsets and chemises were hidden beneath layers of crinoline; today, brands like Doen treat lingerie-inspired lace and slip dresses as outerwear, a shift pioneered by early 20th-century designers like Paul Poiret, who liberated women from rigid understructures. Doen’s success—a direct-to-consumer darling now planted on Madison Avenue—mirrors that same spirit of redefinition: what was once intimate is now celebrated in the open, much like the caviar-topped potato chips that greeted guests at the back of the restaurant.
Margaret Kleveland, who lives in Pasadena, admitted Chez Fifi was a recommendation from trusted friends, and she spoke of New York’s sidewalk culture with the longing of someone who craves spontaneity. “I love being able to walk around,” she said, “and running into people—we don’t have that at home.” As the night deepened, George Michael filled the upstairs room, and the crowd danced. It was a fitting tribute to a brand that, like the finest lingerie, knows the power of a well-draped moment.
Originally reported by WWD