Style Ideas for Those In-Between Moments
Courtesy of the purveyors of chill-but-chic vibes: DONNI
If I asked my IRL friends if they knew about DONNI, they would probably think I was referencing my boss from my teenage Saturday job, who got fired for cooking the books. RETAIL DRAMA! But I’m talking about DONNI*, the women-owned, LA-made basics brand that is very much a Substack darling, yet remains somewhat under the radar, at least in the U.K. Founded by Alyssa Wasko Stein, who previously worked for CHANEL as a Visual Image Consultant, they offer regular seasonal drops, and when each one arrives, you realise that it’s exactly what you want to wear. They know before you do. It’s one of the few brand newsletters that I actively subscribe to.
To be honest, there isn’t much from their line-up that I wouldn’t wear; think wide-leg linen trousers, cashmere-cotton blend v-neck jumpers, pinstripe silk shirts and pointelle cardigans. There’s ease built into it all, which is exactly why it speaks to me - it’s designed for those ‘in-between moments’ (which Angie did a great piece on recently, too). Those occasions where it’s tricky to find the balance between being comfortable and polished, like picking up the kids, running errands, having a chill weekend with no plans, and working from home. DONNI is the sort of brand that could easily don head to toe for any of them. They nail the cut, the colours and the fabrics - I’ve rarely tried a dud product from them (although they do exist, like any brand!). Just like The Cut put it, ‘it’s like Martha Stewart meets The Row’. I mean, come on.
Alyssa cutting her teeth as a Visual Image Consultant makes SO much sense because the brand’s visual language is what I really want to dig into today. Ultimately, I want this post to serve as a primer on how to apply their styling tricks to your own wardrobe. No purchases, no ‘more’ necessarily - just a how-to on those small tweaks, layers, folds and ties that pull an outfit together and take it from fine to feeling great. A masterclass in dressing for the everyday with elasticated waistbands and cotton comfies galore. Let’s crack on, shall we?
I delved into their Instagram and identified six key themes:
Something around your waist. The simplest of tricks, just tie something around your waist. Use it to:
Add definition to an outfit that lacks shape.
Add colour - try a subtle, but seasonal butter yellow or olive green.
Add contrast - pop a black jumper around your waist with an all white outfit.
Add texture, whether it's a knitted jumper, a denim shirt, or even a classic Oxford.
A fancy bag. The age-old Stylist’s trick of adding tension, or the Tibi antonym method. When the rest of your outfit feels chilled and casual, balance it out with the fanciest bag you own. Instantly, you find that ‘right’ place. DONNI often do this with their shoe styling too, opting for classic loafers, Mary-Janes, or suede loafers instead of more obvious options like sandals or flip-flops.
A solid shirt. Sometimes all you need is a good shirt. Kelly Williams, please stand up! Don’t overcomplicate it. Throw on your favourite shirt with your favourite pair of jeans, roll the sleeves back a little, tuck it in (then put your arms in the air to pull it out *just* the right amount) and call it a day. Want something chiller? Throw it on, as unbuttoned as you can handle, with a wide-leg pair of comfy trousers and a chic shoe and bag combo (see the tip above).
Baggy tops + baggy bottoms. I’ll admit that I can sometimes find this outfit formula a little heavy, especially in the cooler months when you’re just swamped with fabric. However, it works especially well for spring. The DONNI-way is just to ensure there’s a hint of skin exposed, whether it’s in the form of a V-neck, a sliver of ankle, or a rolled-back sleeve. A slight tuck, or a folded-back hem, makes all the difference.
Keep it neutral. I mean, this is my happy place anyway, but neutrals are one area of piecing together outfits where you really don’t have to consider tones or whether anything ‘matches’ - just throw it on! A bright white tank with a creamy pair of ribbed trousers and a grey cardigan? I have this one burned into my brain for my next WFH home day. The key is to mix textures, add your jewellery to make it personal to you, and revisit the previous tip of incorporating elevated accessories.
…but colour is fun too! Look, I’m going through my own stuff with colour, but DONNI are tapped into colours I actually want to wear. Give me tomato red! That icky green! The cornflower blue? Heaven. They tend to steer clear of patterns, unless it’s a very subtle gingham, and either opt to style bolder colours in a head-to-toe way, colour-drenching the outfit, or incorporate them with their favourites, such as denim or cream linen trousers.
If you are interested in picking something up, let me try to help. In terms of sizing, I’m a pretty solid U.K size 12 all over (U.S 8), usually wear a 28 or 29 in denim, I’m 5’7”, and I wear a medium in everything I’ve tried from them and never had a problem with fit. For stockists, here’s your list:
DONNI* - Direct is the only place to access the entirety of their drops (plus, the team has been kind enough to provide me with a code for you: ANNA10 gives you 10% off one order). Note that any orders over £135 to the UK will incur duty and tax charges.
Free People* - They offer a smaller range from their newer drops, and being the U.K site, you won’t be hammered with duties. The same applies to Revolve* and END* (Shopbop* has some stock, but you’ll incur duties there).
Given that it’s a relatively new brand that has gained popularity in the past year or so, the secondhand market is sparse. Vestiaire or TheRealReal* are your best bets.
I’ve gone a little deeper for paid subs, so behind the paywall, you’ll find:
A what’s what of my top five favourite DONNI pieces.
The best dupes I’ve found on the market and trust me, I’ve been SCROLLING!
How I applied the rules I found to my own wardrobe, along with eight formulas for you to try.
Plus, an exclusive ‘in-between moments’ styling video that you won’t find anywhere else.