A few words before we dive into Spring & Summer 2026

We are now one step away from launching our eighth Spring & Summer season.

Eight years of working with natural fabrics. Eight years of caring about every link in the chain - from the production of the fabric, to the trims, to the sewing, to the final delivery to your home. Eight years of choosing the harder road: cutting no corners, working with natural fibers - 100% linen & 100% wool - produced here in the Baltics. Eight years of learning, growing, building relationships, and paving the way with certifications, transparency, and responsibility. Eight years of appreciating the people who make this possible - our team, our partners, and of course, you.

And through all of this, we are still trying to balance what matters most: quality, fair pricing, the human touch of the brand, and a deep listening relationship with our customers. This is not an easy task in today’s economy.

And yet, for Son de Flor, every customer, every season, every dress truly matters.

So much that our entire team does everything we can to keep our Son de Flor ladies happy. And we hope that when you return to us, it is not because your dress wore out - but because wearing it felt so good. Because of the way it moved with you, the comfort it gave, the quiet joy of wearing something made with care. And so you come back for another dress. And another. Made from natural fabrics. Made with love. Made with dignity. Made with care.

Sometimes I say that the prana of Son de Flor is flowing - that there is a living energy within what we create. Our customers feel it, and we feel it too. And perhaps this is our greatest achievement. There are no hidden corners here. Only small magical notes in pockets and quiet details that complete our mission.

Today, just one day before the official launch of our Spring & Summer 2026 collection, I want to take a moment to give tribute to the Son de Flor team and share what it truly means when we say we are a small sustainable fashion brand working with linen.

What you will see tomorrow is actually only the tip of the iceberg - perhaps ten percent of the work that goes into creating a collection. For the next four to five months we will carefully live with this collection, nurture it, and share it with you, before we begin transitioning into the moods of Fall and Winter.

Yes, we do create seasonal collections. But we believe that two main drops a year, with a few tiny capsules in between, are more than enough. Especially in a world where fast fashion releases new pieces every two weeks, making something feel outdated almost before it has been worn. At Son de Flor we create pieces meant to last. To be worn and re-worn. To feel beautiful season after season.

What you will see tomorrow is the grand finale of a process that began eight months ago. And here I would love to introduce the people behind it.

Often you see me - Vaida - one of the co-founders of Son de Flor, sharing stories about our collections. But the truth is that my creativity lives within the careful structure created by our production manager, Gabija.

Usually, sometime in September, she gently reminds me: “Vaida, it’s time - otherwise we won’t be ready for March.”

Because when we launch a collection, the stock must already be in our studio. And to make that happen, a long journey begins. We plan the collection layout. We decide which beloved styles will stay, which will go, and which new ones will be born. We choose colors, patterns, and fabrics. We make sure the collection feels harmonious and balanced.

Then come the samples. Linen is a living fabric, so we test everything carefully. A dress must look beautiful not only in sizes S or M, but also in the XL & 3XL. It must move well, fall well, and feel comfortable for many different bodies.

Our technical designer Ernesta transforms ideas into real garments. She prepares the construction patterns, checks proportions, adjusts sizing, and ensures each design works across fabrics and shapes.

Our linen garments are sewn from raw linen and then stone-washed and softened, so that when they reach you they are already stable in size and beautifully soft to wear. This means your dress will keep its shape and fit even after many washes.

Ernesta works hand in hand with our incredible sewing team - Kristina, Jolanta, Lina, Rasa, Rita, and Evaldas. These are the hands that truly bring Son de Flor to life.

Another important creative soul is Gertrūda, a talented technical designer and a gentle visionary who helps translate the feeling of a collection into practical details.

While this process unfolds, the rest of the team continues the daily rhythm of Son de Flor.

Dovilė cares for our customers with patience and warmth. Greta writes thoughtful blogs and works on SEO projects behind the scenes. Ugnė and Daniele shape our website, making sure it is beautiful, fast, and easy to navigate. In our studio, Rimantė and Inga carefully prepare every order. Their hands are often the last to touch your parcel before it begins its journey to your home. Aistė writes the newsletters that keep our community connected to everything happening at Son de Flor. And Kornelija and Gabija speak with women around the world who love the Son de Flor ethos and want to share it with their communities.

Before a collection launches, many things must come together simultaneously. The stock must be ready, as well as the website prepared. Our UGC partners must receive the garments. Photos, videos, and stories must be prepared.

Our social media lead Audrė guides this entire process. She is constantly studying how platforms evolve, how algorithms change, and how we can remain authentic and meaningful in the digital world.

Last month we shared a glimpse of our photoshoot trip to Tenerife. It looked like a beautiful adventure - AND IT WAS - but it was also an intense creative marathon. Four women - already mentioned Audrė, Gertrūda, myself & Joana - our photographer & visual master this whole time as long as Son de Flor exists. Six suitcases filled with the new collection. Six days. We were the directors, stylists, scriptwriters, makeup artists, and even the models ourselves - real women, real effort, and real energy.

And while we are launching SS26, something else is already quietly beginning. Behind the scenes, the team is already dreaming about Fall & Winter season. Sketches are appearing, fabrics are being produced, and samples are slowly coming to life.

And the person who holds so many of these threads together is Indrė - a remarkable woman whose steady presence makes the journey of Son de Flor possible.

So yes - we are as big as we can be at this stage of Son de Flor, and at the same time as small as it is possible to remain. Because every single person in this team carries something essential.

And then there is you. The people who follow us, trust us, and walk this journey with us. Without you, Son de Flor would not exist. You are the movement that turns the wheel forward.

Sometimes it feels difficult. There are larger brands, stronger companies, and far greater resources in the world of fashion. And yet something inside keeps us moving forward — a quiet light that says it matters to show that a small independent brand, built with sincerity and hope, can exist. That cutting no corners can still be a path. That beauty, dignity, and care still have a place in this world.

So we continue. Because we want to make the world around us a little more beautiful. And perhaps, together, this is the life we are creating. A beautiful one. And one full of hope.

Yours Truly, Vaida { vaida@sondeflor.com}