Happily Ever After

Princess Daliana offers girls’ dresswear for every occasion.

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Little girls are feeling like royalty in Dalian Keyu Fashion Co.’s newest label Princess Daliana. Specializing in party attire, communion outfits and flower girl frocks, the line entered the U.S. market two years ago and is already sold by more than 500 stores across the country and Canada. “Princess Daliana’s unique, ethereal designs are something both parents and kids can appreciate,” says Rebecca Yan, sales manager.

Available in sizes 2T to 12, each dress is lined and embellished with detachable bows and removable trains for easy-to-wear statements. What’s more, every garment is crafted from soft, lightweight materials—the keystone to designing children’s formal attire, according to Yan. “Too often special occasion dresses feel uncomfortable because they’re heavy and itchy,” she says, noting how the designers avoid any fabrics or details that could cause a child discomfort. “Young girls aren’t going to wear fashion that gets in the way of fun,” Yan adds.

For Fall ’19, Princess Daliana is experimenting with 3-D floral decorations as well as a petal-inspired palette of pale pink and lavender hues. For Spring ’20, the brand will update its communion line with more intricate beading and bright white fabrics. The bridal selection will also include an expanded offering of 100-percent cotton designs to accommodate warmer weather and casual venues. “Some girls are wearing sneakers with their dresses,” Yan says. “Customers want something that can be dressed up or down—it’s simply more valuable that way.”

Another popular trend is colorful styles and unicorn motifs, according to Yan. Moms are bucking tradition. “Moms want to make a statement, especially on Instagram,” she says. “This can easily be done by adding a pop of color!”

Speaking of Instagram, Princess Daliana has received a number of requests for boys’ christening gowns after Prince Louis sported one last year. “It’s certainly something we’ve considered” she says, adding that the company plans to expand its boys’ christening offerings. “We hope to expand our assortment and reach more stores in the coming seasons,” Yan says, rattling off a full schedule of trade shows the brand will be attending. “We want more consumers to enjoy what Princess Daliana has to offer. Every girl deserves to be a princess.

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