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This Preppy Brand Is Having a Comeback, But for This Millennial Fashion Editor It Never Really Left

Green and pink and trendy all over.

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lilly pulitzer CAT
Paula Boudes for PureWow

The preppy aesthetic is once again on the rise—see: tennis dresses, golfcore, ballet flats, cardigans, boat shoes, polo shirts, crew socks—so it really shouldn’t come as a surprise to anyone to learn that the brand Lilly Pulitzer is also stepping (back) into the spotlight in 2025. Between Apple TV's Palm Royale, Netflix's Sirens, and even a brief-but-stylish spot in HBO's The White Lotus, the brand has been decorating our TV screens for months, and searches for Lilly Pulitzer designs, both new and vintage, have been steadily climbing according to Google. But for me, Lilly never really left the zeitgeist. I’m just happy everyone else is catching on again.

simone wearing a lilly pulitzer dress on sirens
courtesy of Netflix

Lilly Pulitzer the fashion brand is instantly recognizable for its vibrant prints and ‘60s-inspired silhouettes. Think pink-and-green tropical floral cropped pants, sun-drenched patchwork kaftans with exaggerated sleeves and hot pink shift dresses with grosgrain trim à la Simone in Sirens. In fact, Lilly herself founded her brand on busy prints that were cheerful, chic and could easily hide the stains on the uniforms of the gals working at her juice stand (true story). But for many women, the name Lilly Pulitzer carries much more than visions of Palm Beach society.

A quick poll of my Instagram friends, fellow PureWow editors and childhood friends (we were very much a Lilly town and, in fact, had a Lilly Pulitzer boutique on main street) revealed a wide range of thoughts and opinions. “The way that woman’s clothes had me in a chokehold in college!” an old teammate told me, the prints just too appealing to ignore both IRL and on social media. “Works for young and old—no age limit,” added my Aunt Lynne. Others mentioned coveting the wooden handle handbags or feeling like the limited edition prints were almost like collector’s items. But others were less kind in their assessments.

maxine wearing a lilly pulitzer dress on palm royale
Courtesy of Amazon Prime

“[Lilly Pulitzer feels] very status symbol-y to me,” explained a former colleague. “I just remember a lot of preppy mean girls in high school would wear it.” This is the version of Lilly Sirens creator Molly Smith Metzler clearly wants to put forth. For Metzler, the prim perfection of Simone, Michaela and the women of the fictional coastal town of Port Haven is something to be equally admired and intimated by. “It’s ridiculous,” she told Variety in a recent interview, before adding, “I love Lilly, I have some Lilly, but it’s a little ridiculous. There’s something so saturated and bright about it.”

But whether you love it or hate it, there’s no denying Lilly’s designs are truly iconic. As another writer put it, “clown it if you want, but it’s one of the most recognizable brands in the country!” And she’s not wrong.

belinda wearing a lilly pulitzer dress on white lotus
courtesy of HBO Max

But its ability to inspire such differing opinions is one of the things I love most about the brand. As Erykah Badu once said, “I make what I like, and they eat it how they want to eat it.” Lilly made what she liked—super-bright patterned frocks in easy silhouettes—and we all wear it the ways we want to wear it. For some that’s as a full ‘60s cosplay, cat-eye sunglasses and resin bangles included. For others, it’s with pearls, Jack Roger sandals and loose, bouncy curls that would make Julianne Moore’s “Kiki” very proud.

Read on for some of my current favorite Lilly Pulitzer dresses to fit all styles.

If you love the preppy detailing of classic Lilly, but not so much the bold prints, try this midi on for size. The navy cotton serves as the perfect backdrop for the looping trim, and the silhouette is both flattering and incredibly comfortable. Plus, it has pockets and adjustable straps.

This is about as Lilly as it gets. Between the pink-and-blue print, ric rac trim and the practical addition of shorts underneath, this number will make a fabulous addition to any summer wardrobe. According to reviews, it also fits true to size.

Another slighty more low-key option is this cotton jersey mini. The material is super soft and the swingy fit is guaranteed to help keep you feeling (and looking) cool all summer long. And those pink crabs, lobsters and lemon wedges are just begging for a good seafood cookout.

Lilly Pulitzer may be best known for its signature bold color options, but that doesn’t mean it can’t also do trendy butter yellow with pizzazz. The tweed fabric balances out the scalloped sleeves to feel entirely posh, rather than stuffy or twee. Can’t get enough? Add the matching jacket to the mix as well.

This shift silhouette was pulled straight from the archives, giving it an authentic ‘60s flair. The white along the sides is not just a great way to break up some of that bright green, but also uses colorblocking to give the illusion of curves without a super-tight fit. It’s also bra friendly, and comes in two other Palm Royale-ready patterns.

I’ve had my eye on this goregous maxi for weeks now. The vintage patch print, the wavy crochet lace down the front, the incredible vintage vibe—it’s a clear stunner! The fabric has some stretch, though not a ton, but reviewers still say to stick with your usual size. Now all you need is an invite to a Slim Aarons-worthy soirée!


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Editor

  • Covers fashion, trends and all things running
  • Received certification as an RRCA run coach
  • Has worked in fashion for over a decade

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