2024: A Year Full of Beautiful Moments

Dear Son de Flor Friends,

2024: A Year Full of Beautiful Moments

As we look back on 2024, our hearts are full of gratitude for the incredible journey we’ve had together. This year was truly special, marked by inspiring collaborations, meaningful celebrations, and a growing connection with all of you—our beautiful Son de Flor community.

Collections and Collaborations

We were honored to continue our collaboration with the one and only Vintage Soul, Shirin Altson (@shirinatra), whose vision brought magic to our dresses. We also welcomed two new friendships with Rachel Maksy (@rachelmaksy) and Rebecca (@aclotheshore), creating capsules that beautifully represented #vintage, #cottagecore, and #fairycore aesthetics.

In addition, we co-created a community-driven capsule filled with summer vibes, featuring our iconic dresses in lighter modes and the beloved Spring Fern pattern. These collaborations brought fresh inspiration and deepened our connection to the values and aesthetics we hold dear.

Customizations and Unique Patterns

To celebrate individuality, we offered free customization events, giving many of you the chance to tailor your Son de Flor dresses for a perfect fit. We also introduced a special make-to-order opportunity with no extra fee, offering any dress from our assortment in the stunning Garden Roses pattern, created in collaboration with local artist Andra Jat.

Speaking of Andra, her artistry was behind some of our most-loved patterns this year, including the Venice Floral and the warm and nostalgic Oak Tartan plaid, both highlights of our FW24/25 collection.

Celebrations Through the Seasons

This year was filled with meaningful celebrations that brought us closer together:

• Love Day in February warmed our hearts.
• Mother’s Day in March introduced a special proposal for little fairies (up to age 10).

• Easter, Midsummer, and Noël filled our community with joy and connection.
• We celebrated Son de Flor’s 7th Birthday with candles and gratitude.
• A spooky Halloween and a heartwarming Thanksgiving brought us together to reflect and rejoice.

Our Advent Calendar journey throughout December has been a beautiful way to end the year, connecting with so many of you as we prepare for Christmas.

Community Highlights

• This year, we embraced the idea of #5Wears, celebrating thoughtful and sustainable fashion.
• We were moved by your creative Festive Memoir entries, each one a reflection of the beauty in small moments.
• And your postcards from all over the world for our Christmas Snail Mail filled our hearts with warmth and joy.

As 2024 comes to a close, we want to thank you for being part of this journey. Your love and support make everything we do possible, and we are so excited for what’s ahead in 2025. Here’s to another year of timeless elegance, cherished moments, and a community that feels like family.

Assortment Highlights: A Year of Timeless Discoveries

2024 was a beautiful year of exploring and refining timeless styles made entirely from linen. As we look back, we are delighted to share the highlights and lessons learned from our evolving assortment.

New Additions and Iconic Favorites

This year, we introduced a variety of linen dresses, tops, bottoms, coats, and accessories, with some becoming instant favorites:

• Diane Dresses in both long and short sleeves were among our most loved styles.

• Bridget Dress, Amy Dress, and the sophisticated Abigail Dress captured hearts with their elegance and timeless appeal.

• While we experimented with Tiered and Button-Down Skirts in the spring, our iconic Classic Skirts and Wrap Skirts with their signature twirl continued to lead the way.
• The Elisabeth Line of jackets and coats stood out as a beloved addition to our assortment.

Commitment to Natural Fabrics

Staying true to our commitment to sustainability, we made significant strides in 2024:

• We transitioned our wool supplier to ensure our wool line is now 100% natural and certified, free from any polyester or elastane traces.
• The limited offer of Elaine Sweaters, designed to match our dresses and bottoms, was a resounding success. Based on your feedback, we’re excited to expand this line in 2025.

Zero-Waste Innovations

Our zero-waste festive proposal of Christmas toys and accessories, made from leftover fabrics, received overwhelmingly positive feedback. This initiative not only reflects our values but also brings joy and meaning to the festive season. We’re thrilled to continue and expand this offering in 2025.

Learning and Refinement

Through the Kelly Dress Project, we gained valuable insights into the preferences and expectations of our community. While this style won’t continue into the next year, it has sharpened our focus on the flattering, twirly dresses and skirts that embody Son de Flor’s romantic essence.

Timeless Favorites

Our Classic Peter Pan Collar Dress, Classic Skirt, and Classic Shirt remain the face of Son de Flor, representing our timeless vision. They are closely followed by:

• Wrap Dresses in both classic and butterfly sleeves.
• Carmen, Diane, and other cherished styles that balance elegance and comfort.

The white hem detail, now a signature of Son de Flor, continues to add a beautiful touch of authenticity and is here to stay as a defining element of our brand.

2024 was a year of growth, learning, and celebrating the beauty of linen. As we step into 2025, we remain committed to refining and expanding our assortment to bring you the timeless, sustainable pieces you love. Thank you for being part of this journey with us!

Pre-Loved Project: Highlights from 2024

In 2024, our Pre-Loved Project blossomed into one of the most heartwarming parts of our year. This initiative, which we hold a few times annually, continues to prove that timeless fashion and sustainability go hand in hand. It’s a simple yet powerful idea: finding a second happy home for Son de Flor dresses that are no longer serving their original owners, while offering an opportunity for others to discover these pieces at a more accessible price.

How It Works

 This year, more of you than ever joined us in this thoughtful journey:

1. Sending Dresses Back Home: Ladies sent back Son de Flor dresses that, for one reason or another, were no longer part of their lives. In return, they received a €50 Son de Flor gift voucher to use on a future purchase.
2. A Second Chance for Dresses: These pre-loved dresses were lovingly inspected and made available to our community, where they quickly found new homes—ready to be cherished all over again.

Why It Matters

The Pre-Loved Project has become a meaningful way to extend the life of our garments, and 2024 showed us just how impactful it can be:

• For the Dresses: Each dress embodies timeless craftsmanship, and it’s a joy to see these pieces continue their journey instead of resting unworn in wardrobes.
• For the Community: Many of you shared how much you appreciate the opportunity to find Son de Flor pieces at a more accessible price, staying true to the values of thrifting and sustainability.
• For the Planet: By extending the life of our garments, the Pre-Loved Project reduces waste and supports circular fashion, aligning with our shared commitment to sustainability.

Highlights from 2024

 This year, the project welcomed back and re-homed countless iconic pieces, including Classic Dresses, Wrap Skirts, and beloved seasonal patterns. The response from our community was overwhelmingly positive:

• We saw unprecedented participation, with more dresses finding new homes than ever before.
• Many shared how rewarding it felt to pass on a piece they loved, knowing it would be cherished by someone else.
• Customers expressed their excitement at discovering pre-loved treasures, creating new memories with these timeless pieces.

 The success of 2024 inspires us to keep growing this initiative in 2025. We’re committed to making the Pre-Loved Project even more accessible and impactful, ensuring that every Son de Flor dress continues to bring joy and beauty for years to come.

Gratitude to Our Content Creators

As we reflect on 2024, we are filled with gratitude for the incredible content creators who have been part of the Son de Flor journey. Your creativity, passion, and unique voices have brought our brand to life in ways we could only dream of.

From the beautiful imagery shared across platforms to the heartfelt stories and authentic connections you’ve created with your communities, you’ve played an essential role in shaping Son de Flor’s success this year. Through your lens, our dresses twirled a little brighter, our values reached new audiences, and the timeless charm of linen found its way into even more hearts.

Your contributions have amplified our message of sustainability, elegance, and slow living, helping us connect with a global audience who shares our vision for a more thoughtful world. Whether through styling our pieces in #vintage, #cottagecore, or #fairycore aesthetics, or highlighting the beauty of timeless fashion, you’ve been true ambassadors of what Son de Flor stands for.

We wouldn’t be where we are without your talent, creativity, and belief in our mission. Thank you for being such an inspiring and integral part of the Son de Flor story in 2024.

Here’s to creating even more magic together in 2025!

The Heart of Son de Flor ~ Team

As we look back on 2024, one thing stands out above all else—our incredible team. Son de Flor is still a young company, and only recently have we had the capacity to bring in an experienced marketing director, whose expertise has added a new layer of insight to our journey. But the true magic lies in the courage, dedication, and adaptability of our team—individuals who grow alongside the company and step fearlessly into the unknown each year, ready to face the challenges that come with innovation and growth.

And there are plenty of challenges. From assortment management to visual content planning, timely launches, UGC partnerships, packaging, shipping, and conversations with our wonderful customers—every step requires effort, creativity, and care. It’s a testament to our team’s commitment that none of these tasks are left behind.

A Heartfelt Thank You

• To our eCommerce team—Greta, Ugne, and Neda: Thank you for keeping our online store thriving with accurate information, beautifully crafted listings, seamless checkouts, and ever-improving user experiences. Your attention to detail ensures that every visitor feels welcomed.
• To our social media team—Audre, Gabija, and Kornelija: Your creativity, partnership management, and daily care for smooth and engaging communication are the bridge between Son de Flor and the world. Thank you for making our brand’s presence so vibrant and heartfelt.
• To Dovile: You are the jewel of our team, handling customer care with unmatched talent and warmth, even in the busiest times. Thank you for making every interaction meaningful.
• To Aiste: Your thoughtful and timely newsletters ensure that our community is always informed and inspired. Thank you for your wonderful planning and execution.
• To Monika: Managing the ever-growing Son de Flor assortment is no small task, but you do it with grace and dedication. Your efforts keep our production on track and our vision alive.
• To Inga and Rimante: Your hands bring elegance and heart to every package that leaves our doors. Thank you for ensuring that every customer receives their Son de Flor piece with a sense of delight.
• To Simona: The captain of our sails, thank you for keeping everything tied together so that Son de Flor continues to grow smoothly and rationally. Your leadership is a true anchor for us all.
• To Indre and Vaida: The dreamers and visionaries, always blowing wind into our sails and daring to imagine big while never compromising our values. You are the cause of all the beautiful fuss that is Son de Flor.
• To our talented sewing team—Rita, Kristina, Lina, Rita, and Evaldas: Your daily engagement in sample-making, customizations, and all the little touches create the big changes that shape our company. Thank you for your care and skill.
• To Ernesta: Welcome to the Son de Flor family! Your expertise as a clothing constructor has already brought so much professionalism and efficiency to our style development. We are thrilled to have you with us.

Son de Flor is more than a company—it’s a collective of passionate, creative, and dedicated individuals. Thank you to each and every one of you for making this year unforgettable. Your talent, hard work, and belief in our shared vision are what make Son de Flor not just a brand, but a community, a movement, and a dream worth pursuing.

A Look Back at 2024: Macro Trends in Sustainable Fashion and Linen

As we wrap up 2024, it’s important to reflect not only on Son de Flor’s journey but also on the larger trends and challenges that have shaped the sustainable fashion industry this year. The world of linen and slow fashion has seen some significant shifts—some inspiring, others challenging—but all remind us why we’re committed to this path.

Growing Awareness of Sustainability

 Sustainability has become a central focus across industries, including fashion. More people than ever are questioning where their clothes come from, how they’re made, and the impact they have on the planet. This growing awareness has led to a rise in demand for natural, durable fabrics like linen, which align beautifully with the principles of mindful living and conscious consumption.

For Son de Flor, this trend reaffirms our belief in timeless, sustainable fashion. It’s a joy to see more people joining the conversation and making choices that prioritize the planet.

Challenges in Linen Production

While linen is celebrated for its sustainability, the fabric’s production faced challenges in 2024:

• Climate Impacts: Linen comes from flax, a plant sensitive to weather conditions. This year, unpredictable weather in Europe, where most flax is grown, impacted harvest yields. While linen remains one of the most eco-friendly fabrics, these fluctuations remind us of the delicate balance between agriculture and the environment.
• Rising Costs: With lower yields and higher demand for natural fabrics, the cost of linen production has risen. This puts pressure on small brands like Son de Flor, as we remain committed to using 100% European linen without compromising on quality.

The Rise of Greenwashing

 As sustainability gains momentum, many brands have jumped on the trend without fully embracing the responsibility it entails. This phenomenon, known as “greenwashing,” makes it harder for consumers to distinguish between truly sustainable brands and those merely using the term for marketing.

At Son de Flor, we’ve stayed true to our roots, focusing on transparency and authenticity. Your trust is what makes this possible, and we’re committed to showing you every step of our process—from flax fields to finished garments.

A Shift Toward Timelessness

 2024 also brought a shift in consumer mindset toward timeless, versatile pieces. Many are moving away from fast fashion trends and choosing garments that last—pieces that tell a story and hold emotional value. This is a trend we’ve championed from the beginning, and it’s heartening to see this philosophy take root in the wider world.

The Power of Community

 Lastly, this year has shown the incredible power of community in driving change. From grassroots movements advocating for sustainable policies to individuals sharing their love for conscious fashion on social media, 2024 reminded us that every voice matters.

For us at Son de Flor, our community has been our greatest inspiration. Your love for linen, your belief in timeless fashion, and your support for sustainability fuel everything we do.

Final Thoughts

As always, we step into this new year with open hearts, big dreams, and the deep belief that timeless fashion and sustainability can bring joy and meaning to our lives. Thank you for being part of this journey—we can’t wait to share the beauty of 2025 with you.

With love and excitement,
Son de Flor Girls