For years, Mara Hoffman has iterated on modal dresses she describes as having a “popcorn” texture. Others might compare it to bubble wrap. Does that sound appealing? On paper, maybe not, but IRL, those dresses fly off the racks for their bold color and softness. They’re soft in texture—modal being an extra-buttery cellulosic fiber—and in their curve-hugging silhouettes. Unlike a bandage dress or flat-weave fabric, Hoffman’s popcorn dresses contour the body without being overly revealing.
For pre-fall, which is arriving in stores this week, Hoffman introduced a new popcorn dress that’s shorter than ever. In a swirly color-block of yellow, turquoise, and fiery orange, it’s a “re-emerging” dress that could lure in new customers and tempt existing clients to try something a little sexier. This season’s swimsuits and bold digital prints—an early 2010s Hoffman signature—will get them out of their comfort zone, too. In a palette of lilac, emerald, cherry, and saffron, pre-fall’s standout tropical motif nodded to Hoffman’s print-focused past while also relating to her eco-minded present: It’s cut in 100% organic cotton. The swimsuit versions—including a barely-there string bikini and a high-rise bandeau set—are offered in a blend of recycled polyester with built-in UPF 50+ protection.
