The Socialight Boutique catches the eye of window shoppers strolling through Downtown Brookings with colorful racks of on-trend pieces. The boutique is a great girls’ day out activity for moms and daughters, or the perfect place to find a party outfit in the latest style.
The Socialight offers clothing for a full range of customers. Each year owner Chelsea Lang travels to Las Vegas and Los Angeles, selecting the latest fashion to fill her store. The shop also specializes in accessories, adding the perfect touch with the latest earrings, necklaces, rings and sleek sunglasses.
In addition to a wide range of party dresses and blue jeans, the Socialight carries Gameday Social Apparel Co. This locally owned clothing line creates branded college gear for South Dakota State University as well as for universities across the country. Jackrabbit fans looking to add to their yellow and blue collection can find the latest trends in sweatshirts, tees and hats, adding style for the SDSU game.
As the seasons change, so do the offerings. The Socialight Boutique is a go-to favorite throughout the year, cementing its reputation as a must-stop for any visit to Brookings.
*This story has been written in collaboration with South Dakota State University‘s Public Relations class for our 2026 Visitor Guide. Read the guide here.*
