Our Story
At Whitemore & Daughters, we believe getting dressed shouldn't be a battle with the mirror. It should feel like reaching for something you love — easy, familiar, and completely you.
We're a mother and daughter. This started the way a lot of good things do: we couldn't find what we were looking for. The dresses we actually wanted to live in — soft, easy, beautifully made — were somehow always just out of reach. So we stopped waiting and put a collection together ourselves.
Where We Began
We started small, and we still are. Every dress in the collection is chosen by the two of us — not pulled from an endless catalogue, but picked one at a time for how it feels, how it moves, and whether we'd genuinely want to wear it ourselves.
If it doesn't earn a place in our own wardrobes, it doesn't make the collection.
What We Believe
Style isn't about chasing every trend. It's about a handful of pieces you reach for again and again — the ones that make getting ready simple, and make you feel like yourself.
We're not here to sell you a new dress every season. We're here for the ones you'll keep for years, and pack for every trip to the coast.
Chosen With Care
We prioritise fabrics that feel good against the skin and hold up over time, and silhouettes that flatter without restricting. Each dress is true to size, with its own size guide in centimetres and inches so you can order with confidence.
No exaggerated claims, no fine print — just well-made dresses we're proud to put our name on.
A Label You Can Trust
Free shipping on every order across the US and Australia, 60-day easy returns, and secure checkout on every order. And because it's just the two of us, we read every message ourselves — so if you ever need us, you'll be talking to the people who built this.
Thank you for being part of the very beginning of Whitemore & Daughters.
— Emma & GraceWhitemore & Daughters
Shop the collection