78% matchAngelic Pretty
Pastel original prints and fairytale frills, Harajuku-style
What changes: Strict sweet-lolita subculture uniform rather than RTW dresses
Brand profile
selkie
Los Angeles label from Wildfox co-founder Kimberly Gordon, known for its voluminous, pastel-printed Puff Dress and size-inclusive fairytale ready-to-wear.
Los AngelesOrigin
WomenswearFocus
Y2KStyle
$$$Price
4 brands like selkie like Angelic Pretty, Shrimps, Alice McCall →
What to know about selkie
One dress carries the label
The tiered, voluminous Puff Dress in tulle, jacquard and taffeta anchors everything else — minis, midis, maxis, gowns, slips and a separate bridal line.
Fairytale pastels, printed in-house
Pastel palettes, painterly in-house prints and fairytale motifs define the look, and the range is offered in extended sizing rather than a narrow fit block.
Built on Instagram, not wholesale
Founded in 2018 by Wildfox co-founder Kimberly Gordon, Selkie sells direct through its own site and grew through social media instead of department stores.
If you like selkie
78% match
76% matchShrimps
Whimsical colour and craft-y romance in a UK register
What changes: Faux fur and beaded bags lead; less voluminous occasion dressing
74% matchAlice McCall
Feminine lace party dresses with the same girlish mood
What changes: Bohemian going-out cuts, no extended sizing; brand defunct
72% matchEster Manas
Size-inclusive femininity built into the pattern-making
What changes: Body-hugging knit stretch instead of tulle volume
Brand facts
Selkie is a Los Angeles ready-to-wear label founded by Kimberly Gordon, a co-founder of Wildfox. Its signature Puff Dress — a voluminous, tiered silhouette in tulle, jacquard and taffeta — anchors a catalogue split into mini, midi and maxi dresses, gowns, slips and a dedicated bridal line. The house aesthetic runs to pastel palettes, painterly in-house prints and fairytale motifs, offered in extended sizing. Selkie sells direct through selkiecollection.com and grew largely through social media rather than traditional wholesale.
- Founded
- 2018
- Origin
- Los Angeles, United States
- Made in
- China
- Price
- $$$
- Focus
- Womenswear
- Facts checked
- August 2026
- Styles
- Y2K, Avant-garde