When Selkie, the fashion brand viral on Instagram and TikTok for its frothy, extravagant dresses, announces new collections, reception is generally positive. Known for its size inclusivity — its sizing ranges from XXS to 6X — and for being owned and founded by an independent artist who’s outspoken about fair pay and sustainability in fashion, Selkie tends to be highly regarded as one of the morally “good” brands online.
The brand’s upcoming Valentine’s Day drop was inspired by vintage greeting cards, and features saccharine images of puppies surrounded by roses, or comically fluffy kittens painted against pastel backdrops. Printed on sweaters and dresses adorned with bows, the collection was meant to be a nostalgic, cheeky nod to romance. It was also designed using the AI image generator Midjourney.
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