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SoWal Fashion Heats Up the Beach

April 30, 2013 by Jill Tanner

South Walton fashion has changed so much over the years. Bathing suits and flip flops may always be the most popular ensemble, but make no mistake - fashion has officially moved into SoWal and taken a front seat.

The upscale shops around town are offering lines you find in big cities, as well as shoes and jewelry to boot. No longer are we on the back burner for fashion, instead we are at the starting line with our pumps on. This SoWal List was so fun to research. We tried on clothes, swiped our plastic, and came away with some amazing threads.

Mercantile Mercantile is a men and women’s clothing store in Seaside, with a vintage, somewhat western collection of clothing and accessories. Mercantile offers vintage inspired clothing, denim, boots, bags, wallets, belts, jewelry, and gifts. Mercantile is for those who love time-worn, weathered and completely comfy threads. Mercantile is located in Seaside in the circle.

SoHo SoHo Beach and SoHo Women are two unique stores in Gulf Place. SoHo Beach offers men and women’s contemporary fashion, while SoHo Women offers more contemporary fashion for women. Some of the brands throughout the shops include, Lilla P., Michael Stars, Ella Moss, Splendid, CP Shades, and NYDJ. Having two shops gives SoHo a chance to offer a broader range of items to different women and men.

Déjà Vu Déjà Vu is the quintessential contemporary boutique. With two locations in Seaside and at Pier Park, Déjà Vu offers a wide variety of feminine and bohemian style dresses, skirts, tops, shorts, and more. Déjà Vu takes the styles of yesterday and modernizes them for today’s trend-conscience girl.

Nicole Paloma 
Nicole Paloma in Grayton Beach is the softest store in SoWal. Each item is hand-sewn by Nicole and her four seamstresses. Just walking in this shop makes you feel calm. The peaceful atmosphere mixed with the comfortable fabrics, make you feel welcome and happy. Nicole Paloma clothing is modernly feminine, fluid, and fresh. Nicole also offers an eclectic mix of jewelry from local artists. 

The Fuss Boutique Come see what The Fuss is all about! Fuss in Watercolor offers refreshingly chic, fashion forward dresses, tops, shoes, denim, and seamless wear. Designers include Mara Hoffman, AG Adriano Goldschmied, Glam, Joie, Seychelles, and many more. If you are ready to get glam, Fuss has you covered. Fuss also has the shoes, handbags, and accessories to finish your new look. 

Willow is every girl’s dream closet. Located in Rosemary Beach, Willow carries everything from shoes and handbags to clothes and accessories from designers such as Calypso, Joie, Tory Burch, Dolce Vita, Cocobelle, Citizen of Humanity, and many more. Willow has one-of-a-kind jewelry that is sure to complete any outfit and make you stand out from the crowd.

Perspicasity Perspicasity, the iconic, open-air market in Seaside has captivated shoppers since 1984. Known for its classic beach style, Perspicasity features travel-worthy clothing in natural fabrics and beachy accessories such as tunics, cotton sundresses, linen pants, floppy sun hats, over-sized sunglasses, colorful sarongs, and straw totes. Some of the designers available at Perspicasity include Jack Rogers, CP Shades, Hunter, Splendid, Hat Attack, TOMS, Bella Dahl and James Perse.

Elliot Boutique Elliot Boutique is a new shop located in Seaside. The cool thing about Elliot, is that they sell Jahazabelle clothing, which is designed and manufactured right here in Walton County. Linda Bruner and Susan Brock design this resort casual line of clothing. Elliot also sells leather and pearl jewelry, among other things. Elliot is located in the art district in Seaside. 

Visit the SoWal Shopping Guide to see all shops with ratings and comments and leave your own. Join the conversation in the SoWal Business Forum. We want to know where you shop in SoWal. Comment below too and tell us which store you love the most!

Cover image by Sheila Goode


Jill Tanner's picture

Jill is a long-time SoWal local transplanted from Georgia. Jill enjoys writing movie scripts in her bit of spare time.

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