Son de Flor, a line of cotton, wool and linen dresses from Lithuania, traffics in the kind of twee, Baltic fairy-tale aesthetic that has become an Instagram genre unto itself. The brand is especially beloved by women who espouse the virtues of organic fabrics and slow lifestyles. In one of Son de Flor’s Instagram posts, a redhead in a smock dress ploughs her sturdy black boots through the snow as a pony trails behind; in another, a pair of sisters with matching Peter Pan collars perch on a bicycle in the middle of fallow farmland. You can almost feel a chill descend. Everything is so hygge you could die. And, until recently, the people featured were exclusively white. This was a problem for some of Son de Flor’s fans, who, sometime in January, left comments appealing for some degree of racial diversity. This wasn’t an unreasonable request; Son de Flor, though based in a country where more than 84 percent is native Lithuanian (read: white), is an international-facing brand that populates its Instagram posts with the Japanese symbols for “snow” and “forest girl. Read more at Fashionista.
