Photos, Interviews, Behind the Scenes

If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission.

It was no coincidence that a seaplane circled over Lilly Pulitzer’s Spring 2026 Runway Show at Key West’s upscale Casa Marina hotel. At once detail-oriented and easy-going, the Lilly team used the opening detail to honor one of the brand’s founder’s most iconic moments caught on camera: Pulitzer jumping out of a just-landed plane, multiple fabric swatches in hand, circa 1963.

The significance of the grand entrance went over the heads of many of the show’s front-row attendees (literally and figuratively), but it was clearly taken directly from the archives, as was the entire SS26 Lilly-Pulitzer presentation. The label’s Vintage Vault is as expansive as you can imagine, and many of the original (and now reissued) prints were hand-painted in Key West, making the presentation a hometown visit of sorts. Vault’s history dates back to 1962. It’s been a few years since the label started in Palm Beach, Florida, 200 miles north of the Keys. This location has influenced the brand’s aesthetic in no small part.

Lilly Pulitzer’s latest, Vintage Vault-based project is punctuated by more than 80 different looks, each a fusion of the brand’s 66-year heritage with the kinds of silhouettes you might encounter while scrolling through TikTok in 2025. But the fashion house’s creative director, Mila Fain, is cautious when using the word “trendy.”

“We’re always ‘on the lookout’ for trends and what’s going on in the world, but if leopard print is trending, we tend to translate it into a giant lion’s head. We do it our way and respect the way Lily would probably do it,” Fein told WWD. “When I put something new out, I think, ‘What would she think about this? Is this just a repeat of what she’s done, or does it move the brand and her name forward?'”

The collection is rooted in the brand’s work from the ’70s, ’80s and ’90s, so Fein’s instinct was to preserve and enhance all of that history. Nevertheless, the Spring 2026 assortment was littered with “fresh takes” beyond the aforementioned Lion Head.

“We reworked much of the scale and color scheme of the prints,” says Fain. “We changed some of the trim to a touch of gold.”

Similarly, you’ll also find what Fein calls “engineered layouts” among the items, featuring high-performance fabric compositions with specialized properties such as UPF and moisture-wicking properties.

Who is the “Lilly Pulitzer Woman” of the 21st century? You don’t have to be a socialite who lives in a resort-style community and eats lunch at a country club every day with your girlfriends. Michelle Kelly, chief executive officer of Lilly Pulitzer, argues that, immediate associations aside, everyone wants to celebrate life’s “happy times” by dressing up to the nines.

“What would someone wear on a fun spring break today? It’s not what they wore on a family vacation in the ’70s, but you can still imagine it,” Kelly says. “What is that happy moment and how does that translate to 2026? How do we create something that she hasn’t seen yet and knows it’s Lily?”

In the context of Spring 2026, you know it’s Lily when you look at the bright green color scheme of the jacket, the pop of floral print front and center on the shift dress, and the overall emphasis on high-quality construction (think geometric crochet embroidery, sharp hemlines, and more). But don’t overlook the unexpected element here either. From deconstructed, artfully woven midi skirts to separates made for men (Lilly Pulitzer brought back a men’s apparel line in February of this year), we’re putting minimalist polo shirts in conversation with more-is-more, color-happy pant styles.

The collection’s halter-neck maxi dresses appear alongside bouclé jackets and skirt suits that Lily’s fans might have seen in the ’70s. The “fresh elements” Fain mentioned are as evident as ever, from matching bikini top and miniskirt ensembles to one-piece swimsuits styled with oversized blazers and drop earrings. The heirloom-worthy item is now also worn in most concrete jungles around the world, but at the end of the day, tropical environments are a key part of Lilly Pulitzer’s story, making swimsuits worth owning.

The man behind it all, Lilly Pulitzer herself, passed away in 2013 at the age of 81. Fein wants to honor her unique spirit for her thoughts on the brand.[Lilly] He always said, “Do what feels good.” Just don’t look back. ‘It’s all about the emotional connection. ”

As a result, Pulitzer’s unabashed integrity, resourcefulness, and great sense of humor are endlessly valued by those who have had the privilege of knowing her, and, according to Fein, constitute the “consistent line” of everything the label has ever produced.

What are Fain and Kelly excited about in the next five years?

“We’re having a great time right now, and I hope others feel the same way,” Kelly says. “We’re talking about reviving the archive, but we’ve also done what you might call a modernization. We’ve updated our brand identity and completely overhauled our store design and store experience. Our website was redesigned and relaunched in the spring. All of this together feels like it’s going to be strong enough for at least the next five years. But we’re thinking about the next 65 years!”

“This is a clean runway ready for takeoff,” Fein said, referring to global expansion before adding about the future.

The allusion to the seaplane, like all of Lilly Pulitzer’s carefully crafted references, once again brings to mind a landing.

register to WWD Shop Newsletter Get the scoop on the best in beauty and style with in-depth reviews of exciting new releases and a buyer’s guide to finding the products you need to try ASAP.

Shop Lilly Pulitzer’s bestsellers now

Why trust WWD?

Since 1910, WWD, also known as the “Fashion Bible,” has been the industry’s leading voice for senior executives in the global women’s and men’s fashion, retail, and beauty communities, as well as informing consumer media covering the market. Today, WWD’s latest news and trend coverage remains a trusted source for fashion professionals and consumers alike. Our shopping editors uphold WWD’s editorial standards and values ​​with expert, high-quality product selections. Learn more about us here.

meet the author

Stacia Datskowska Senior Commerce Writer at WWD. Previously, she worked as an assistant digital editor at ELLE DECOR, covering all things luxury, culture, and lifestyle through the lens of design. Over the past five years, her byline has appeared in USA Today, the Baltimore Sun, Teen Vogue, the Boston Globe, Food & Wine, and more. Before joining ELLE DECOR, Datskowska learned the ins and outs of e-commerce at Mashable, where she tested products, covered tent pole sale events, and curated gift guide roundups. She graduated from New York University with a bachelor’s degree in journalism and international relations. Datskowska regularly reports on must-see collection releases from major labels including Lilly Pulitzer.