Eliza Gran, the New Yorker behind her eponymous line of dresses for moms and daughters has marked all of her whimsical dresses down 40%.

This Mrs. Phillips Dress is proper with a sly wink.

The fitted bodice, flowing skirt, and keyhole collar, make it the picture of non fussy femininity- a Laura Ashley for the 21st Century.

Pick it up now at $169.80(originally $283).