Matoshi Dresses Are Taking Over; Here's Why
New York-based sisters selling gowns together. Why has that worked so well in this environment?
The Matoshi sisters, originally from a small state in Europe called Kosovo, created a company with their name, one that would make waves on social media and eventually be widely recognized as a specific brand and aesthetic that thrived on tulle, corseted tops and overall dreamy designs.
The Matoshi brand thrives on femininity, something that they highlight with each of their gowns in different ways that challenge the modern take on formal wear. Their designs are a return to a more traditional silhouette, reminiscent of dresses that were often correlated with royalty—full skirts and dainty embellishments that accent the gown’s design rather than lead it.
Lirika Matoshi took the entire world by storm when her beloved Strawberry Dress found fame amongst people that spanned generations. Whether it was the tulle, the nostalgia incited by the pastel pink or the glitter strawberries that adorned it, this dress took everyone by storm and had a huge impact on what everyone perceived as fashion.
Whilst they found popularity for their easily recognizable aesthetic, it was social media that skyrocketed them into a household name in fashion. With the famed Strawberry Dress came a piqued interest in clothes with a similar aesthetic, and Teuta and Lirika Matoshi go hand in hand.
These are the dream gowns that we can wake up and actually wear.
Their gowns and clothing went viral across social media platforms everywhere, leading their own brand to thrive in a pandemic. According to a New York Times article, Lirika detailed that her sales actually went up 1000%.
But it’s important to understand why their clothes and formal gowns are so well received by such an array of people.
The clothing that the Lirika Matoshi creates is often composed of dreamy silhouettes that feature large, airy sleeves and pastel colors. These clothes regularly debut ideas that scream naivety and innocence, something that is widely achieved through designs like embroidered mushrooms, cherries and cloudy skies with vibrant colors throughout.
However, she doesn’t stop at the design that the clothing portrays. Lirika Matoshi uses fabrics that only further her vision. She displays this through her use of tulle and organza, fabrics that are lighter and more dynamic.
It is evident that Lirika takes inspiration from her childhood, highlighting the idea of no physical constraints or societal restrictions as to what you can or can’t wear. Lirika even has a collection with Disney that seemingly celebrates Cinderella and the nostalgia that comes with Disney Princess films everywhere.
Teuta Matoshi focuses more on gowns, highlighting the dreamy silhouette that is so prominent in all of their designs. She often opts for a corseted top or belted waist, something that furthers the idea behind a ‘princess’ gown by using elegant sleeves, full skirts, and tight waists.
These gowns are, again, emphasized through their embellishments like embroidery and flowers. One could wonder if these clothes and gowns feature so prominently a repeated aesthetic or idea, why or how they found fame and a coveted spot in younger generations as a staple brand.
While they are all similar in silhouette and style, each of these dresses is different in their execution down to the details on the sleeves or the embellishments scattered throughout. They all spark nostalgia for something much dreamier than our current fashion landscape and, through their diversity, encapsulate gorgeous dresses that give the ability to feel beautiful on any person.
Because their brand is so reminiscent of our childhood, something most of us will always yearn for a return to, it will continue to make an impact on us and push the boundaries of our own made-up restrictions of what we can or cannot wear as we get older or enter new environments. These are the dream gowns that we can wake up and actually wear.
