Selkie’s rise to fame was surrounded by their iconic “Puff Dress.” The brand utilizes romance, nostalgia, and fanciful imagery to convey a “dreamy world” where “each collection tells a story.” The creator, Kimberley Gordon, wanted to emphasize the whimsical side of fashion and has generated a heavy following online because of it. Although prices aren’t cheap, there’s a reason for this. The brand has a low waste policy where each dress is produced in small batches, which allows for more sustainable options. It’s easy to see why so many have fallen in love with the brand and its dresses because of the fantasy it brings to life.