What I've Learned From Hundreds of Women

I'm not creating dresses for models.

Every summer, I have the privilege of spending my weekends at pop-ups, often meeting the incredible women whose heartfelt conversations shape every collection we create and make Devi what it is.

Nothing moves me more than when someone walks into our booth and says,

"I'm here to see you."

At every pop-up, women try on our dresses, move in them, and put them through the little tests that matter before deciding whether a dress is coming home with them.

That's exactly how it should be. We are discerning women. We know what feels good on our bodies, what fits our lives, and what we'll actually wear. Those conversations shape everything we create.

We don't design for runway samples or an idealized version of womanhood.

We design for the women we know and the lives they actually lead. We think about sleeves that move easily. Necklines that feel open without feeling exposed. Waistlines that create shape without constriction. Skirts that skim instead of cling. Cotton that breathes. Pockets that lie flat. Buttons that don't gape.

Designing these details has taught me something else over the past three years: women know themselves.

Every woman I've met knows the silhouettes that make her feel confident. That wisdom deserves respect. It's why we design the way we do. And perhaps it's because I'm that woman, too.

What we've been loving: The Berkeley Dress

One of my favorite silhouettes. Easy, flattering, endlessly wearable, and exactly the kind of dress I find myself reaching for on busy mornings. And, of course, it's 100% block-print cotton. Thoughtful in every detail: sleeves that move easily, a neckline that opens without feeling exposed, pockets that lie flat and buttons that don't gape.

Meet the Berkeley Dress →

With love,
Rashmin J.

Find Devi at pop-up markets around the Bay Area. Follow @deviforlife on Instagram for upcoming dates, or write to me anytime at hello@deviforlife.com.