16 Brands Like Rumored for Trendy & Edgy Fashion Styles
You found the perfect dress online, added it to your cart, and then watched it sell out before you could check out. If that sounds painfully familiar, you probably already shop at Rumored. The New York-based label has built a devoted following around small-batch drops of vintage-inspired dresses and feminine pieces that tend to disappear fast. Founded in 2019 by Dacey Trotta, Rumored focuses on romantic silhouettes and timeless prints crafted in limited runs to cut down on waste.
That small-batch approach means sizes and styles sell through quickly, which can leave you scrambling for alternatives. Luckily, there are plenty of brands that share Rumored's love for feminine dresses, affordable price points, and trend-aware design. Whether you want that same vintage-romantic feel or just need more options in your rotation, these 14 labels deserve a spot on your radar.
Princess Polly
Princess Polly started in Australia's Gold Coast in 2010 and has since become one of the most recognizable names in online fashion for young women. The brand built its reputation on trend-forward pieces that move quickly from runway inspiration to your closet, with a particular strength in dresses ranging from mini to midi lengths. You will find floral prints, puff sleeves, and corset-style bodices alongside more relaxed linen and cotton pieces suited to warmer weather. Their pricing sits in a similar range to Rumored, making it easy to pick up multiple pieces without second-guessing the total.
What keeps shoppers coming back is the sheer volume of new arrivals. Princess Polly drops new styles weekly, so there is always something fresh to browse. They also carry a dedicated petite and plus-size range, which gives the brand broader reach than many competitors in this space. If you love Rumored's dress-first approach but want more variety on any given visit, this is one of the most reliable places to start.
Best for: Trend-conscious shoppers who want a constant flow of new dress styles at accessible prices.
Nasty Gal
Nasty Gal launched in 2006 as a vintage resale shop on eBay, founded by Sophia Amoruso in San Francisco. That scrappy, DIY origin story still shows up in the brand's personality. The label leans into bold styling and statement pieces, but its dress selection hits many of the same notes as Rumored when it comes to romantic cuts and going-out silhouettes. You will find ruched minis, satin slip dresses, and floral midis that work for everything from brunch dates to late-night plans. Prices tend to run even lower than Rumored, especially during their frequent site-wide sales.
The brand is now part of the Boohoo Group, which means production has shifted toward fast fashion rather than vintage sourcing. Still, the design team keeps a strong eye on what is trending across social media, and the result is a catalog that feels current without being disposable. If you like Rumored's feminine aesthetic but want to experiment with slightly bolder cuts or more daring colorways, Nasty Gal gives you room to play without a big financial commitment.
Best for: Budget-friendly shoppers who want feminine, going-out-ready pieces with a bit of attitude.
Lulus
Lulus got its start in 1996 as a mother-daughter boutique in Chico, California, before transitioning to e-commerce in 2008. The brand has become a go-to destination for occasion dresses, with a catalog that covers everything from casual sundresses to formal gowns. Their vintage-leaning silhouettes often feature wrap fronts, tiered skirts, and flutter sleeves in soft fabrics like chiffon and crepe. If you have ever searched for a wedding guest dress under $100, chances are Lulus appeared in your results.
What makes Lulus a strong Rumored alternative is the overlap in design philosophy. Both brands treat dresses as the centerpiece of their collections, and both favor prints and cuts that feel classic rather than disposable. Lulus also offers free shipping on U.S. orders and a generous return window, which helps when you are ordering online and cannot try things on first. Their customer review section is genuinely useful too, with real photos from buyers that give you a much better sense of fit than studio shots alone.
Best for: Anyone shopping for event-ready dresses or wedding guest outfits at reasonable prices.
Hello Molly
Hello Molly is another Australian label that has made serious inroads with American shoppers. Founded in Sydney in 2012, the brand focuses almost entirely on dresses and two-piece sets designed for going out, vacations, and special occasions. The aesthetic runs feminine and playful, with lots of ruffles, smocked bodices, and floral prints in saturated colors. You will notice the styling feels a touch more polished than Rumored, leaning toward resort-wear territory while still keeping prices in the accessible range.
The brand releases new collections frequently and organizes them by occasion, which makes shopping for a specific event surprisingly easy. Need a rehearsal dinner dress? A vacation cover-up? A birthday outfit? Hello Molly has dedicated categories for each. They also run a U.S. warehouse out of Los Angeles, so domestic shipping is quick. If Rumored's romantic, print-driven approach appeals to you but you want pieces that skew a little more colorful and vacation-ready, Hello Molly fills that gap well.
Best for: Shoppers looking for colorful, occasion-specific dresses with a vacation-ready feel.
Reformation
Reformation was founded in 2009 by Yael Aflalo in Los Angeles, initially as a vintage clothing store before pivoting to designing its own line. The brand has become synonymous with vintage-inspired dresses made from sustainable and deadstock fabrics. Their signature look pairs fitted bodices with flowing skirts, often in ditsy florals or solid earth tones, and the result feels like something pulled from a 1990s French film. Prices sit higher than Rumored, typically between $150 and $400 for dresses, but the quality and environmental commitment justify the jump for many buyers.
Reformation publishes detailed sustainability reports and tracks the environmental footprint of each garment, down to the pounds of carbon dioxide and gallons of water saved compared to conventional production. That transparency matters if you care about where your clothes come from. The silhouettes share DNA with Rumored's romantic, feminine approach, but Reformation adds a layer of refinement and eco-consciousness. It is a natural step up when you want the same vintage-inspired aesthetic with a longer lifespan per piece.
Best for: Sustainability-minded shoppers who want vintage-inspired dresses with transparent production practices.
Showpo
Showpo launched in 2010 from founder Jane Lu's parents' garage in Sydney, Australia. The brand grew quickly by targeting young women who wanted fashion-forward pieces at prices that would not wreck a college budget. Their dress range is extensive, covering everything from casual day dresses to structured cocktail styles, and they have become particularly well known for their bridesmaid and formal collections. The aesthetic overlaps with Rumored in its embrace of feminine prints and flattering cuts, though Showpo casts a wider net in terms of style variety.
One thing that sets Showpo apart is its strong presence on social media, where real customers frequently share styling content featuring the brand's pieces. That community element gives you a better sense of how things look on different body types before you buy. They ship internationally and offer Afterpay for interest-free installments, which makes the shopping experience even more accessible. If you like how Rumored designs with real women in mind but want more options across casual, work, and formal categories, Showpo covers a lot of ground.
Best for: Young women who need versatile, affordable dresses that work across casual and formal settings.
Free People
Free People has been around since 1970 as part of the URBN family that also includes Urban Outfitters and Anthropologie. The brand occupies a unique space in women's fashion by blending bohemian, vintage, and romantic influences into a look that feels free-spirited without being costumey. Their dress selection is massive and leans heavily into details like lace trim, embroidery, smocking, and tiered construction. Fabrics tend toward natural fibers like cotton and linen, which gives the clothes a lived-in softness that photographs beautifully.
Where Free People connects with Rumored shoppers is in that shared love of vintage-inspired femininity. Both brands design dresses that feel like they have a story behind them rather than something stamped out of a trend factory. Free People runs pricier, with most dresses landing between $100 and $300, but the quality and construction tend to hold up over time. Their FP Movement line also covers activewear, so you can build a fuller wardrobe under one roof. If Rumored's romantic sensibility speaks to you, Free People is the established name that has been doing it for decades.
Best for: Bohemian-leaning shoppers who value vintage-inspired details and natural fabrics.
Storets
Storets was founded in 2014 by Jenny Park, bringing a Korean fashion sensibility to a global audience through its e-commerce platform. The brand is known for feminine, trend-forward pieces with clean lines and soft color palettes that feel polished without trying too hard. Their dress collection frequently features puff sleeves, bow details, and structured mini silhouettes that photograph well for social media. Prices generally fall between $50 and $150, putting them right in Rumored's territory.
What makes Storets interesting as a Rumored alternative is the way it blends East Asian fashion trends with Western silhouettes. You will find design details here that you would not see at a typical American fast-fashion brand, from exaggerated collars to unique fabric pairings. The styling tends to run a bit more polished and put-together than Rumored's relaxed romanticism, which makes Storets a good pick when you want something feminine but a touch more structured for work or dinner plans. New arrivals drop regularly, so the selection stays fresh.
Best for: Fashion-forward shoppers drawn to Korean-influenced design with a polished, feminine edge.
Petal & Pup
Petal & Pup is an Australian brand that has quietly built a loyal customer base since launching in 2014. The label specializes in feminine, wearable pieces with a focus on dresses, jumpsuits, and matching sets. Their aesthetic runs soft and approachable, favoring muted tones, delicate florals, and relaxed fits that work for everyday wear and low-key events alike. Prices tend to be very accessible, with most dresses coming in under $80.
The brand has carved out a niche as a reliable source for the kind of dress you throw on when you want to look pulled together without overthinking the outfit. That ease-of-wear quality connects directly to what makes Rumored appealing. Both brands understand that a good dress should feel effortless rather than overly styled. Petal & Pup also runs frequent promotions and offers a rewards program, making it even easier to build out a collection of go-to pieces without watching your budget spiral.
Best for: Everyday dress shoppers who prefer soft, approachable styles at wallet-friendly prices.
Lucy in the Sky
Lucy in the Sky launched in Los Angeles in 2010 and has become a favorite for shoppers who need event-ready dresses without designer price tags. The brand is especially popular for weddings, proms, and formal occasions, offering styles that range from slinky satin minis to floor-length gowns with dramatic slits. Their color range is one of the broadest in this category, with seasonal palettes that make it easy to match a dress to a specific event theme or color scheme.
While Rumored leans more toward casual and vintage-inspired styling, Lucy in the Sky picks up where that aesthetic leaves off when you need something dressier. The two brands share a commitment to affordable pricing and feminine silhouettes, but Lucy in the Sky pushes further into formal territory. If you have a calendar full of weddings, galas, or holiday parties and need options that do not require a four-figure budget, this brand consistently delivers polished looks that photograph well and feel special to wear.
Best for: Event and wedding season shoppers who need affordable formal dresses in a wide color range.
NA-KD
NA-KD was founded in 2015 in Gothenburg, Sweden, by Jarno Vanhatapio, and it has grown into one of Europe's fastest-rising online fashion brands. The label blends Scandinavian minimalism with trend-driven design, resulting in pieces that feel modern and clean without being boring. Their dress selection is strong, featuring tailored blazer dresses, knit midis, and flowy chiffon styles that transition well between seasons. Prices are comparable to Rumored, with most items falling between $30 and $100.
NA-KD has also made a visible push toward sustainability, introducing a pre-owned resale section and releasing collections made from recycled materials. That environmental awareness, combined with their influencer collaboration model, keeps the brand feeling current and responsible at the same time. If you appreciate Rumored's small-batch philosophy but want access to a wider range of styles with a European perspective, NA-KD offers that balance. Their site ships globally and runs frequent sales that can bring prices down even further.
Best for: Trend-aware shoppers who appreciate Scandinavian design sensibility and affordable pricing.
Rouje
Rouje was launched in 2016 by French model and influencer Jeanne Damas, and the brand captures that elusive Parisian effortlessness that fashion editors write about endlessly. The collection centers on wrap dresses, midi skirts, and blouses in vintage-inspired prints that reference 1970s and 1980s French fashion. Fabrics are thoughtfully chosen, and the cuts are designed to flatter without feeling restrictive. Prices run higher than Rumored, typically between $100 and $250 for dresses, reflecting the brand's focus on quality materials and production based in Europe.
Where Rouje connects with Rumored is in that shared reverence for vintage femininity. Both brands look backward for inspiration and forward for fit, creating pieces that feel nostalgic without looking dated. Rouje leans more explicitly into French style codes, so expect lots of red lipstick energy in the form of polka dots, muted florals, and rich jewel tones. If you love how Rumored's dresses feel like vintage finds but want something with a distinctly European polish, Rouje delivers that exact mood.
Best for: Francophile shoppers who want vintage-inspired dresses with genuine Parisian design roots.
Pixie Market
Pixie Market was founded in New York City in 2006 and has maintained a quiet but devoted following among women who want contemporary fashion with an editorial edge. The brand designs in-house and draws from global runway trends while keeping prices grounded, with most pieces falling between $60 and $200. Their dress selection favors architectural details, interesting fabrics, and silhouettes that feel slightly unexpected compared to what you would find at a typical mall brand.
Pixie Market works well as a Rumored alternative for shoppers who want feminine pieces with a bit more sophistication. Where Rumored keeps things soft and romantic, Pixie Market adds structure and modern tailoring to the mix. You might find a midi dress with an asymmetric hem or a mini with sculptural sleeves that you would not see anywhere else at this price point. The brand also carries a strong selection of separates, so you can build full outfits rather than just grabbing individual pieces. For New York fashion energy at accessible prices, it is hard to beat.
Best for: Style-savvy shoppers who want contemporary, editorial-leaning pieces at mid-range prices.
I.AM.GIA
I.AM.GIA launched in Melbourne, Australia, in 2017 and quickly became a social media phenomenon, with pieces showing up on everyone from influencers to celebrities like Bella Hadid and Hailey Bieber. The brand is named after the 1997 sci-fi film Gattaca and channels that futuristic, rebellious spirit into its designs. Their catalog includes structured corset tops, cargo pants, and mini dresses with cut-out details that push boundaries while staying wearable. Prices are reasonable for the level of design detail, with most items landing between $50 and $150.
I.AM.GIA takes the feminine foundation that Rumored works with and dials up the edge. Where Rumored goes soft and romantic, I.AM.GIA goes bold and body-conscious. Both brands attract a similar age demographic and price-conscious shopper, but the styling intention is different. This is the brand to turn to when you want something that still feels feminine and fashion-forward but with more of a going-out, look-at-me energy. Their pieces photograph exceptionally well, which explains the brand's massive Instagram presence.
Best for: Trend-driven shoppers who want bold, body-conscious pieces with celebrity-approved styling.
Finding Your Next Favorite Dress Brand
Rumored built its reputation by treating dresses as more than throwaway trend pieces, and the brands on this list share that same respect for feminine, thoughtful design. If you want the closest match to Rumored's vintage-romantic aesthetic, start with Reformation or Rouje for that same nostalgic sensibility at a slightly higher price point. For a wider selection at similar prices, Princess Polly and Lulus both offer deep dress catalogs that refresh constantly. And if you want to push your style in a bolder direction, I.AM.GIA brings serious energy to feminine fashion.
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Written by
Spencer Lanoue
