This article contains affiliate links; if you click such a link and make a purchase, we may earn a commission.This is The Cult ’90s Brand We Should All Be Obsessing Over

Brooke BobbFri, April 17, 2026 at 7:29 PM UTC

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Why You Should Know This Cult 90s BrandGETTY IMAGES

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Two days ago, there was a sudden commotion in our editor-in-chief’s office. “WHAT!?”, she shouted at no one in particular. “You don’t know what Voyage is!?” Then, she picked up the laptop she’d been staring at and walked over to Bazaar’s Executive Digital Director Lynette Nylander, the person who, on camera while filming The Good Buy, admitted to Nicole Richie that she hadn’t ever heard of the fashion label.

The shock and awe stemmed from the fact that Nylander is the purest kind of fashion obsessive, someone who loves clothes with all her heart and enjoys hunting them down even more. She is a vintage aficionado and arbiter of great taste, but the cult British brand had never been on her radar. The truth is, Voyage isn’t on most people’s radar. The label’s lifespan was short during the ’90s, and its aesthetic was specific: sexy little slip dresses with velvet trim and floral embroideries, beaded velvet sack bags, shrunken cardigans in clashy color combinations, sometimes beaded or lined with fur or leopard print. Voyage is Carolyn Bessette Kennedy if she wore fairycore instead of Calvin Klein.

Kate MossDave Benett - Getty Images

Voyage began as a store on Fulham Road in London in 1991, founded by the Mazilli family. They became overnight sensations in the fashion world not just for their eclectic, romantic wares but also for the way they ran their shop. There was a doorbell because a membership was required for entry and their prices could sometimes reach into the 5 digits. As the lore goes, Madonna was initially turned away from Voyage after trying to shop without a membership card, while Naomi Campbell was banned after she was rude to the staff. Both women went on to love and wear Voyage, as did Lisa Bonet, Linda Evangelista, and Kate Moss, who famously attended Elite Modeling Agency’s “Look of the Year” party in 1993 wearing a completely sheer slip dress from the brand–what many have called the first naked dress. Other celebrity fans included Helena Bonham Carter, Victoria Beckham, and Julia Roberts, who wore a floral Voyage dress on screen in Notting Hill and then again in real life.

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Cher, Helena Bonham Carter, Julia RobertsGetty Images

During the ’90s, Voyage became a kind of aesthetic touchstone for women who didn’t want to dress clinically, but instead favored the offbeat. Textures, antique-y fabrics, and a feeling of eclecticism that belied the minimalists and grunge chicks of the day. The Mazillis eventually opened spaces in Bergdorf Goodman and Barneys New York, bringing their bohemian spirit stateside. But actually, bohemian isn’t exactly what Voyage was and is today. As my friend Steff Yotka, i-D.’s Global Editorial Director, wrote in her newsletter this week after procuring a Voyage scarf at vintage fair A Current Affair, the vibe of Voyage is “romo-boho”, a distinctly un-Internet-y, anti-trend blend of bohemian and romantic. It’s not a “-core” and you’d never wear it to Coachella.

Kate Hudson, Gwyneth PaltrowGetty Images

When I first learned about Voyage, it was through an article my former colleague Zoe Ruffner wrote in 2019. I, like Nylander, received a similar reaction from my bosses at the time, so I started digging. Devastated that Voyage no longer existed (the Mazillis shuttered the label in 2002), I needed to get my hands on a piece from one of the long-lost collections. At the time, it was very difficult to find any vintage Voyage online, at least anything remotely close to my price range, and it still is today despite the expansion and growing popularity of vintage and resale.

After a year of scouring eBay, 1st Dibs, and Vestiaire, I finally found a holy grail Voyage–a floor-length dress with mixed prints, gold and burgundy velvet panels, a beaded neckline and a gold slip that peeked out from the hemline. I bought it for an incredible price from a woman overseas, unsure that it was even legitimate or if and when it would arrive. It did indeed make its way to me and has become one of the most prized pieces in my closet. I wear it on its own to black-tie events, for daytime with sandals in the summer, and with boots and chunky sweaters layered on top during the winter.

Me in my beloved Voyage dress, paired with a vintage Armani jacket in VeniceCourtesy of the writer

To be obsessed with Voyage is to find joy in analog fashion, to embrace a way of dressing that feels bygone in a way. Voyage is a brand that embraces sweetness and freakiness, and that is rare in fashion these days. While tracking some Voyage down may be tough, it's worth the pursuit. No membership required.

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