Next's new womenswear label, Bhoëm, is capturing attention for its romantic, vintage-inspired designs that are being compared to the sought-after brand Dôen. The collection features pieces that aim to evoke a similar aesthetic to Dôen's signature style, known for its dreamy silhouettes and Californian ease, but at a significantly lower price point. Every item in the Bhoëm collection is priced under £100.
Dôen, a Los Angeles-based label, has gained a following among fashion insiders and celebrities such as Taylor Swift, Selena Gomez, Dakota Johnson, and Lily James for its romantic dresses, puff-sleeve blouses, and delicate detailing. However, Dôen's pieces often retail for upwards of £350, making them a significant investment.
The Bhoëm collection at Next offers an alternative for consumers seeking a similar feminine and heirloom-inspired look without the designer price tag. Items include embroidered cotton dresses, lace-trim blouses, floaty skirts, and vintage-inspired knitwear. According to Deputy Digital Editor Charlotte Vossen, the Bhoëm pieces tap into the same romantic mood as Dôen but are designed to feel fresh and distinct. Vossen highlighted embroidered maxi dresses, floral mini dresses, and separates as examples of pieces that could be mistaken for designer items.
This collection provides an accessible way for shoppers to embrace a popular aesthetic, offering a range of styles from dresses to outerwear, all within a more budget-friendly range.