Discover 71 fresh online clothing stores and boutiques for women that can transform your wardrobe for 2021.
The entrepreneurs behind these innovative online women’s fashion boutiques offer fresh takes on everything from dresses and skirts to business casual sweaters and pants to athleisure, shoes and accessories to upgrade your office, work-from-home and casual wardrobes.
For a deeper dive into stylish online clothing brands for women, see this list of alternatives to J. Crew, Modern Fellows’ guide to Light Academia fashion and list of sustainable fashion brands.
If you’re looking for menswear, see Modern Fellows’ companion list of the best online clothing stores for men and separate tally of online men’s clothing sales, discounts and coupons.
List of Women’s Online Clothing Stores
To follow is a curated list of the best women’s online clothing stores. These e-commerce brands vary from cheap to luxury.
- Able is an online women’s boutique that make slow fashion and pays a living wage to women around the world aimed at breaking the cycle of poverty. Most importantly, their bags, shoes, apparel and jewelry are cute and accessibly-priced.
- Aday sells “consciously-designed” workleisure apparel constructed from performance fabrics and offers free shipping and returns. (See this separate guide to professional and business casual work wear made from technical fabrics for more workleisure options.)
- Alex Mill is a great alternative to J. Crew. Alexander Drexler, son of former J. Crew CEO Mickey Drexler, founded the brand in 2012. It carries elevated basics for women (and men) including t-shirts, sweaters, trenches, coats, and more.
- Alo Yoga — Danny Harris and Marco DeGeorge founded Alo Yoga from Los Angeles in 2007 with the goal of “spread[ing] good by bringing yoga to the world.” The brand sells yoga apparel and gear for studios and home studios. “ALO” is an acronym for Air, Land, Ocean and the founders have been friends since they were young.
- Amazon Prime Fashion – Amazon has been investing heavily in its Prime Fashion Brands for women. Try Lark and Ro for dresses and business casual-wear and other labels including Daily Ritual, Amazon Essentials, and Wild Meadow. Confused? See my guide to the differences between Amazon Fashion Brands for women.
- & Other Stories, owned by the H&M Group, sells everyday essentials for women from cardigan sweaters to slouch leather boots to leather croc handbags.
- Andie Swim — The Warby Parker of women’s swimwear, Andie Swim enables women to try on bathing suits at home.
- Anthropologie offers cute dresses, sweaters, denim and more for women and unique finds for the home via its online and physical stores stationed around the United States. Owned by URBN, the parent of Urban Outfitters, Anthropologie is a twist on founder Dick Hayne’s college major.
- Argent sells “smart, versatile, vibrant suits and separates” for women.
- Away Travel makes my favorite luggage. Steph Korey and Jen Rubio founded the Warby Parker of luggage in 2016. I adore my nylon expandable bigger carry on.)
- Bershka specializes in 90’s nostalgia-inspired pieces like bComfy basics, denim, statement dresses and shoes for women.
- Beyond Yoga sells yoga-inspired activewear for women made in California.
- Billabong, while mostly known as a clothing and gear company for surfers, also carries a range of cute clothing for women including flared-leg jumpsuits, low-cut cinched-waist rompers, denim overalls, mini, midi and maxi dresses and oversized sweaters.
- Black Halo designs and manufactures its fashion-forward tops, skirts, pants and dresses in Los Angeles.
- Boden — British fashion retailer Boden specializes in modern and colorful takes on classic wardrobe staples for women. Boden is an overall great example of a stylish online clothing store for women, and is a particularly solid choice for colorful and stripy crew neck, v-neck and cardigan sweaters for women. In her Boden review, Shana at the Mom Edit observes that she adores “the clear, bright colors and the drape” of Boden’s sweaters.
- Bombas makes colorful socks for women and men.
- Closed Clothing is a French fashion brand that has been making contemporary clothing for women — like denim jackets, stripped turtlenecks and soft winter coats — since 1978.
- Creagh Brooklyn sells not-inexpensive, Made-in-Italy handbags and more for women.
- Cuyana specializes in “timeless apparel and accessories for the modern woman.” The direct-to-consumer brand was founded in 2011 by Karla Gallardo and Shilpa Shah, and focuses on foundational, business casual pieces from camis and tee-shirts to cropped trenches and midi skirts, featuring premium fabrics and attention to detail.
- Eberjey — Founded by Ali Mejia and Mariela Rovito, Eberjey makes classic-looking, soft and comfortable pajamas, nighties, nightgowns, intimates, loungwear and swimwear for women (and pajamas for men!)
- Everlane is a direct-to-consumer brand focused on “radical transparency” in its supply chain. For women, Everlane specializes in quality and often nostalgic wardrobe classics like a barn-red corduroy chore jacket, wide-legged crop pants, turtleneck dresses and oversized alpaca crew neck and cardigan sweaters.
- Fabletics is a membership-based e-commerce site that sells fitness and workout clothes and athleisure for women and men. Kate Hudson is the face of Fabletics, which was launched with founders Don Ressler and Adam Goldenberg in 2013.
- Fanm Mon is a great choice for flowy dresses made with natural linen.
- Garnet Hill offers a curated collection of stylish sweaters, dresses, pajamas, and beyond for women. Their collection features wrap dresses, stripy sweaters, and organic intimates among other lines.
- Girlfriend Collective sells ethically and sustainably-made athleisure and activewear. Their leggings, joggers, t-shirts and tanks are made from materials including recycled polyester (aka RPET), nylon, post-consumer bottles, fishing nets and other waste. The company is well-known for modeling its clothing on women representing a variety of shapes, sizes and backgrounds.
- Grana is a Hong Kong-based direct-to-consumer women’s fashion brand that sells “modern essentials” for women including camis, t-shirts, blouses, jeans, pants, joggers, dresses, cardigans, tees and coats made from luxury fabrics including Mongolian cashmere, Peruvian Pima cotton, Australian Tencel and Chinese Silk.
- Hope for Flowers is a slow-fashion, sustainably-produced clothing brand founded by designer Tracy Reese that uses organic cotton and other good-for-the-planet materials in its flowery dresses and tops.
- Italic is a members-only site that sells luxury goods from the same factories that Prada, Burberry, St. Regis and Gucci and other brands use at dramatically-reduced prices. Pay $10 per month, billed annually, to access everything from leather trenches to girlfriend sweaters to leather bags to bedding.
- J. McLaughlin specializes in refined, preppy fashion, including signature velveteen jeans and ribbed turtlenecks, for women.
- K-DEER sells exceptionally unique, striped leggings for women. Founded by entrepreneur Kristine Deer, K-DEER’s lineup of stylish activewear and athleisure is made in the United States.
- Kotn sells premium wardrobe basics for women from t-shirts to sweaters to pencil skirts to culottes trousers made from premium Egyptian cotton.
- L’école des Femmes – Paris native Laura Sfez makes fashion-forward dresses, bodysuits and t-shirts.
- Liingo Eyewear is a spectacular alternative to Warby Parker for trying on eyeglasses at home. I wear their blue light blocking glasses regularly to help my bleary eyes. Use code MODERNFELLOWS for a 25% coupon off Liingo Eyewear.
- Lulu’s, founded in California in 1996, is an online boutique for women featuring cute items like ruffled mini dresses, rompers, swimwear, loungewear, shoes and bridalwear. Lulu incorporates stretchy performance fabrics such as lycra into many of its items, including its athleisure line that features high-waisted leggings, tank-tops, racerback tops, shorts, joggers, and sweats.
- M. M. Lafleur is an amazing option for sleek-yet-unfussy work dresses, suits, separates and much more. Their motto, “live with purpose, dress with ease,” is reflected in their streamlined wardrobe selections like their double-breasted power blazer, belted merino wool wrap sweaters, workleisure performance pants and sharp-toed flats.
- Madewell, a sister brand of J. Crew, specializes in denim and heritage-inspired clothing for women and men.
- Marine Layer makes “absurdly soft” clothing for “gals” and “guys.” For women, they make everything from turtleneck midi dresses to striped raglan sweaters to t-shirts and underwear to athleisure apparel like stretchy yoga shorts and leggings in a cabaret red for women.
- Min and Mon sells funky and original bags for women as well as wallets and socks. The New York City-based company, founded by Catherine McKenzie and Andres F. Quintero Betancourt, works with Colombian artisans to craft its alluring bags.
- Ministry of Supply is a top choice for comfortable workleisure clothes for women, including blouses, skirts, pants and dresses. See Ministry of Supply CEO Aman Advani’s advice for your first purchase from his company. You can take 15% off at Ministry of Supply with coupon code MF15.
- Modcloth — Susan Gregg Koger and Eric Koger founded Modcloth back in 2002 with a focus on vintage fashion. (ModCloth was since sold to Walmart and then to Go Global Retail.) Today, Modcloth sells a range of affordable indie and vintage-inspired fashion for women.
- Modern Citizen is “on its way to becoming the next big direct-to-consumer fashion brand,” according to Glamour. MC makes minimal and fashionable clothing for professional women.
- Naked Boutique – A Mexico City-based online fashion boutique for women that features independent designers specializing in slow fashion. Find everything from asymetrical dresses to raw denim jeans to cowboy boots.
- Nora Gardner founded her own label following a career on Wall Street. She makes striking and sleek work dresses, skirts and tops for women.
- Nordstrom has had a startup mindset since 1901, and carries a long list of boutique fashion brands for women. Nordstrom also stocks a number of its own private labels for women including denim brand Wit and Wisdom, athleisure basics from Zella, 1901, BP, Caslon, Chelsea28, Halogen, Leith, Lewit, Rachel Parcell, Treasure and Bond, and Trouve.
- Nuu Muu sells active, outdoor and athleisure dresses. Founded by Ashley Fullenwider and Christine Nienstedt, Nuu Muu’s athletic dresses are meant for running, travel, hiking, biking, workouts, cycling, tennis and more.
- Of Mercer’s clothes are “designed by women for women.” They specialize in wear-to-work dresses, knitwear, pants, suits and shirts, though offerings like this Amsterdam cardigan in peony would also make you look very presentable on your next work-from-home Zoom call.
- Oliver Cabell, founded in 2016 by Scott Gabrielson, is a direct-to-consumer affordable luxury brand that sells high-quality footwear for women including low-top leather sneakers, “dream mules,” flats and the Monti, a women’s version of the classic driving shoe. Get to know the brand and see why I think their minimalist low top leather sneakers for men are worth their affordable luxury billing.
- Onia — For anyone who fondly remembers J. Crew’s old mail order catalogs, which contained an impressive selection of swimsuits for women and men, Onia is a nice modern-day alternative. Founded in 2009 by Carl Cunow and Nathan Romano to remedy “a huge gap in the marketplace for men’s and women’s swimwear that married great quality and outstanding fit,” Onia sells bright, attractive swimsuits and casualwear for women and men.
- Outdoor Voices — Founded in 2014 by Tyler Haney, OV’s bread-and-butter is brightly-colored athleisure and workout gear for women and men, like their Sweatee T-Shirt with “drirelease” tech that wicks moisture away from your body. (Vogue christened Outdoor Voices the “anti-lululemon.”) For women, Outdoor Voices sells leggings, sports bras and tops, sweatshirts, leggings, skorts, pants and the Exercise Dress, constructed from OV’s LightSpeed performance fabric. Nab a coupon for 15% off of Outdoor Voices when you sign up for emails.
- Outerknown specializes in environmentally-sustainable clothing made using fair labor practices. Their line-up of clothes tend to evoke nostalgia, making them an elevated alternative to a store like Urban Outfitters for women.
- Pact is a great option for sustainable fashion basics including underwear, bras, socks, dresses, t-shirts and more. They offer clothing and accessories for women (and men) made with materials such as organic cotton from fair trade factories.
- Pepper is the place to go for bras designed especially . Founders Jaclyn Fu and Lia Winograd celebrate petite frames and serve up comfortable and well-fitting AA, A and B cup bras that eliminate gaps, too-much padding, and uncomfortable underwires for women with smaller busts.
- PrAna sells a wide variety of sustainable clothing for women made from fabrics including organic cotton, recycled polyester, and stretchy performance fabrics. PrAna is great for everything from working out to workleisure, and is a nice alternative to lululemon for activewear and yoga apparel.
- Quince – Fast Company calls Quince a “radically transparent basics company” for its super-cheap essentials for women and men, including extremely inexpensive cashmere and washed silk items.
- Ravella advertises that it makes the “the perfect silk blouse,” and also sells soft and silky essentials like luxury cashmere scarfs, sweaters, wraps and coats.
- Reformation (Ref) — Originally founded in 2009 as a side-hustle by entrepreneur Yael Aflalo, Reformation, also known as “Ref,” makes edgy-yet-work-appropriate sustainable fashion for women.
- Revtown, based in Pittsburgh, makes premium jeans for women constructed from a proprietary fabric that features four-way stretch and a Italian yarn. (They also sell jeans for men: I bought a pair of Revtown’s super-comfortable slim fit jeans (aka “The Sharp” fit) in rinse indigo, and wear them frequently.)
- Sanctuary — With a mission “to be a global lifestyle brand with a conscience,” Sanctuary is a full-fledged women’s boutique featuring stylish and laid back clothing and accessories.
- Sense, founded by entrepreneur Robin Beachner in 2005, focuses on high quality casual wear pieces made from “ultra soft fabrics and sophisticated colors.” Think tanks, wrap tops, and lounge and yoga pants.
- Stitch Fix is a data-driven personal styling service for women (and men and kids) that will deliver clothing selected just for you to your door with free shipping and returns. Learn more in my in-depth review of how Stitch Fix works and whether it’s worth it.
- Storets is a Korea-based fashion brand founded by Bo Yong Kim that offers colorful, stylish and sophisticatedly-fun fashion for women.
- Summersalt, founded by Lori Coulter and Reshma Chamberlin, offers designer-quality swimwear without the markup and “favors comfort over sexiness.”
- Sunspel, which was founded in 1860 but looks every bit like a modern Direct-to-Consumer brand, is a classically-British option for preppy women’s clothing.
- Sutro Footwear is based in California and sells a variety of cute leather boots for women. Take $25 off your next order from Sutro with code modernfellows25.
- Sweaty Beatty was founded in 1998 by Tamara Hill-Norton to shake up drab active and athleisure clothing for women. Today the global brand makes high-end workout, athletic and athleisure clothing for women.
- ThirdLove — Founded by Heidi Zak and David Spector, ThirdLove makes self-described “insanely comfortable bras… designed to fit perfectly.”
- Thredup was founded by Chris Homer, Oliver Lubin and James Reinhart in 2009 and has become the largest consignment shop. It maintains a huge selection of new-to-you clothing for women.
- Tommy John makes premium basics for women including intimates, leggings and performance clothing made from technical fabrics. Find out why Tommy John’s founder Tom Patterson thinks that underwear can change your life.
- Trunk Club, now owned by Nordstrom, is an online personal stylist and a great alternative to Stitch Fix. Look behind the scenes at the Trunk Club Clubhouse in Washington, DC for more on the brand.
- Urban Outfitters — Founded in 1970 near the University of Pennsylvania, Urban Outfitters has been providing college-aged women with “nostalgia-inducing, comfortable clothing and graphic tees … going-out tops and fast-fashion dresses, kitschy home goods, beauty products, vinyl and cassette tapes, retro games, and up-cycled vintage pieces” for 50 years.
- Warby Parker does a great job of combining value, customer service and omnichannel access to an innovative, online-enabled home-try on program for glasses and physical stores across the country. (It’s home try on program for prescription eyeglasses has been widely replicated by alternative e-commerce eyewear startups.)
About JakeJake is passionate about exploring entrepreneurs' global journeys. He founded Modern Fellows in 2012 to get to know the entrepreneurs behind the innovative brands helping men dress sharp in the digital age. Jake has written about entrepreneurship, international business and/or fashion for outlets including Business Week, Forbes, Inc., Details Style Syndicate and Primer Magazine, and has provided analysis on international business for BBC Radio, NBC News, CNN and Time Magazine.
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