Designer Emily Campbell knows a good nightie. Her company, If Only If, specializes in the kind of breezy cotton-voile pieces that are made for midsummer frolicking on a lawn, with daisies springy beneath the feet. (Think of Kirsten Dunst as Marie Antoinette, with a shoulder coyly peeking from beneath a sheer white slip.)
Campbell inherited the business from her mother at the start of the pandemic. She used Instagram to tap into a younger demographic, amassing a cult following that is ready to buy at the click of a button. Her silk nightgown in How-to-Lose-a-Guy-in-10-Days butter yellow sold out in 48 hours flat. “I shot it on my friend Pandora Sykes while we were on holiday together, uploaded the iPhone shots to the Web site, and it just flew,” she says.
