Jilana | Stand-Collar Button-Front Ruffle Hem Maxi Dress

Regular price£89.95 GBP Sale price£44.95 GBP
Save 50%
EARLY BLACK FRIDAY DEALS!

Colour: White
Size: S / UK 8-10
American Express Apple Pay Diners Club Discover Google Pay JCB Mastercard PayPal Visa

EARLY BLACK FRIDAY : Due to high demand during our Early Black Friday, only a limited number of items are left! If you can still click 'Add to cart', it’s still available.

Some dresses are for occasions. The Jilana is for days when you want to look like you made an effort without actually making one. A relaxed, voluminous maxi in a crisp, lightweight fabric — V-neckline with a stand collar and button placket that keeps it from reading too casual, a gathered empire waist that releases into a full, sweeping skirt, and a layered ruffle hem that catches the air when you walk. The kind of dress that works at a seaside lunch, a farmer's market, a friend's backyard. Anywhere the day is unhurried and the light is good.

"I knew the Jilana was right the moment I saw the hem move. That layered ruffle at the bottom is what separates it from every other white maxi out there — it adds volume and rhythm without making the dress feel costumey or overdone. The stand collar with the button placket is the other detail I keep coming back to: it makes the neckline interesting without being complicated, and it means you can wear this with nothing around your neck and still look completely finished. In white it's the most classic — almost vintage French. In light blue it's softer, more relaxed, and honestly the one I reach for first on a warm morning." — Sarah Mitchell, Founder of Valora New York

✔ Stand Collar with Button Placket — a structured, upright collar with a short button-front opening that adds a tailored, French-inspired quality to an otherwise relaxed silhouette.

✔ Empire Waist with Gathered Skirt — a raised waistline with a full gather that releases into a voluminous skirt, flattering through the midsection and giving the dress its effortless, flowing shape.

✔ Layered Ruffle Hem — a double-tiered ruffle at the ankle that adds movement, volume, and a playful finish that photographs well and moves beautifully in person.

✔ 3/4-Length Sleeves — hit just below the elbow for a relaxed, unfussy look that works in warm weather without feeling like a full summer dress.

✔ Side Pockets — deep enough to be useful, set into the side seams so they don't interrupt the silhouette.

✔ Two Colorways: White and Light Blue — white is the sharper, more classic read — pairs with sandals, espadrilles, or bare feet. Light blue is softer and more relaxed, and the colour that makes a summer tan look its best.

Linen-look ease. French collar structure. The maxi that makes any day feel like the good kind.

YOUR HAPPINESS MATTERS TO US

At Avelwynne, we believe shopping should feel just as lovely as finding that perfect piece you've been looking for.

Every customer matters to us, and we want you to feel confident and cared for throughout your shopping experience.

If something isn't quite right with your order, our friendly customer care team is always here to listen, assist and help you find a suitable solution.

Because beautiful clothing is only part of what we do. Making every woman feel valued is just as important.

With love, Avelwynne 

YOUR HAPPINESS MATTERS TO US

At Avelwynne, we believe shopping should feel just as lovely as finding that perfect piece you've been looking for.

Every customer matters to us, and we want you to feel confident and cared for throughout your shopping experience.

If something isn't quite right with your order, our friendly customer care team is always here to listen, assist and help you find a suitable solution.

Because beautiful clothing is only part of what we do. Making every woman feel valued is just as important.

With love, Avelwynne 

Loved By 50,000+ Women Across the United Kingdom

Michelle T.

Michelle T.

So Happy With My Dress

Was a little unsure ordering from a new store but honestly so happy I did. The dress fits really well and is even nicer on than I expected. Got so many compliments the first time I wore it!

Karen M.

Karen M.

Beautiful Fit

Absolutely love it. I'm usually a UK 14 and the sizing was spot on for me. Really flattering without feeling tight and comfortable enough to wear all day. Will definitely order again.

Julie R.

Julie R.

Even Nicer In Person

My order arrived and I tried it on straight away haha. Such a lovely dress and the fit is perfect. Wore it out to lunch at the weekend and had two people ask me where it was from.

Michelle T.

Michelle T.

So Happy With My Dress

Was a little unsure ordering from a new store but honestly so happy I did. The dress fits really well and is even nicer on than I expected. Got so many compliments the first time I wore it!

Karen M.

Karen M.

Beautiful Fit

Absolutely love it. I'm usually a UK 14 and the sizing was spot on for me. Really flattering without feeling tight and comfortable enough to wear all day. Will definitely order again.

Julie R.

Julie R.

Even Nicer In Person

My order arrived and I tried it on straight away haha. Such a lovely dress and the fit is perfect. Wore it out to lunch at the weekend and had two people ask me where it was from.

Why Avelwynne Exists

We believe women should never feel forgotten by fashion.

Avelwynne was created around a simple idea: beautiful clothing should feel comfortable, flattering and easy to wear in real life. Our aim is to help women rediscover the enjoyment of getting dressed—whether it is for an ordinary afternoon, a holiday or an occasion they will remember.

Why Avelwynne Exists

We believe women should never feel forgotten by fashion.

Avelwynne was created around a simple idea: beautiful clothing should feel comfortable, flattering and easy to wear in real life. Our aim is to help women rediscover the enjoyment of getting dressed—whether it is for an ordinary afternoon, a holiday or an occasion they will remember.

STILL UNCERTAIN?

Once your payment has been verified, we will immediately begin processing your order.

The processing and shipping of your order usually takes between one and three working days.

Once your order has been shipped, you will receive a shipping confirmation email with your tracking number so that you are always informed of the status of your order.

Once your order has been shipped, you will immediately receive a confirmation email, which includes a link to your personal tracking information so that you can stay informed about the status of your orders at all times.

You can cancel your order within 24 hours of placing it. Please contact our customer support team as soon as possible, and we’ll be happy to assist you.

Image

FREE SHIPPING

We offer free tracked delivery across the UK!

Image

MONEY BACK GUARANTEE

You have 30 days from receiving your order to decide whether to keep the product or return it.

Image

UK BASED COMPANY

Proudly based in the heart of the UK since 2010.

Image

SECURE CHECKOUT

You can securely and conveniently pay for your order using Credit Card or PayPal.