SOFT BY DESIGN started with a simple idea: softness isn't the opposite of strength, it's a form of it, and something worth fortifying and celebrating every day.
We're a small, artist-designed clothing label based in LA, making intentional, limited-run pieces for anyone who has the courage to wear their heart on their sleeves; to authentically express who they are daily, as they interact with the world around them. Every piece we make is designed slow, produced in small batches, and made to be worn often — because simply being who you are is the special occasion!
What We Believe
We believe getting dressed should feel like a sacred act of self-expression and form of self-adoration. We believe humans are innately Soft by Design. We believe in weaponizing your softness in a world that tries to make you forget it was always your greatest strength. And we believe fashion made slowly, thoughtfully, and in small quantities is better for the people who make it and the people who wear it.
How We Make It
Each collection is artist-designed and produced in small, intentional batches. When something sells out, it might not come back, which means what you're wearing is part of a limited moment in time.
For Magical Girls, By Magical Girls
We’re a small, women-owned label emanating our dream selves and world one magical design at a time.
Thank you for being here, and for wearing your softness on purpose.
— The SOFT BY DESIGN team ♡