New trends emerge in Southern fashion as the season changes.
Here in the South, fashion is more than what people wear: it’s an integral part of the regional culture. And while traditions remain and trends come and go, the experience of shopping for and selecting stylish outfits never goes out of style.
Over the years, Southern fashion has transitioned from formal, pristine, and pressed outfits to a much more relaxed and comfortable style. On the macro level, fashion in the South has been trending toward casual for years, but the pandemic accelerated that trajectory.
“People are wearing longer, flowier dresses since COVID,” says Sally King, owner of Southern Girl Chic boutique in Simpsonville. “I think we’re going to see that for a while. People want to be comfortable.”
The trend toward comfort doesn’t mean that dressing up is off the table—especially as events pick back up. Luckily, the umbrella of Southern fashion encompasses everything from casual to cocktail attire, and shoppers are spoiled for choice when searching for the perfect outfit.
Southern Hospitality
The act of shopping for an outfit is as integral to Southern fashion as the clothes and accessories. Peruse a boutique specializing in Southern fashion, and you’ll be drawn into conversations with others who are doing the same. It’s not uncommon for someone to emerge from a dressing room and receive compliments from strangers or suggestions for what to try next. When you’re in a Southern fashion boutique, you feel like you’re out shopping with a group of friends—and everyone is there to help and encourage.
Of course, boutique employees tend to be more hands-on, but in the best way. They’ll get you the right size of a dress that’s a bit too big, bring out a new delivery from the back, suggest the best shoes to complete the outfit—whatever you need.
Seasonal Stylings
No matter the time of year, it’s always fun to shop Southern fashion, but when the weather is warmer and the fabrics are lighter, it’s prime time for dressing in the South. If the sun is out, so are the breezy, lightweight outfits that serve a double function of style and practicality.
“We love the outdoors, so we love feminine frocks and lightweight cotton fabrics,” says King. “Let’s face it, it gets hot around here, so lightweight fabric will always be a staple in the South.”
King’s shop is stocked with the latest and greatest trends, including hand-printed cotton fabric and long, lightweight dresses with ruffles for days. King prominently features pieces from regional designers like Victoria Dunn and Olivia James, both of whom are based in Charleston.
These designers consistently release collections that are shining examples of what Southern fashionistas are drawn to: colorful, preppy, and bold, with lots of patterns.
Accessorize It
No outfit is complete without accessories. King recommends big and colorful statement jewelry to accent flowing dresses. For shoes, slip on sandals, high wedges, or sneakers. Finish the ensemble with the perfect accessories—a statement straw bag, colorful tote, or camera bag.
Sally King’s favorite Southern fashion designers:
- Victoria Dunn
- Olivia James
- Oliphant
- Traffic People
- Smith & Co.
Southern Girl Chic, 2815 Woodruff Rd., Ste. 106, Simpsonville, 864.430.6717, southerngirlchic.com
Photography by Jen Jefferson.
