The frocks set to rock your summer
AH, THE HEADY DAYS of last summer, when all we worried about was securing a table in our favourite pub garden and whether or not we’d turn up wearing the same Zara dress as everyone else. As this year looks vastly different, the question is what might be 2020’s version of said dress? That is to say: which dresses are the most popular at the moment. And why?
The main contender comes from high street brand Kitri, which has once again caused something close to a virtual stampede with its new collection, largely composed of dreamy dresses in pretty prints. Modelled by cool girl Jessie Bush, the hero piece is the picnic-perfect Margot style (£145) in green gingham which, while it’s only available to pre-order (it starts to ship on 20 July), already has a waiting list of over 1,000 people – and counting. Similarly, & Other Stories has enjoyed roaring success with its voluminous puffsleeve midi (also in a gingham print – this time monochrome), £95, which has been as ubiquitous on Instagram as it has in the Grazia (virtual) office. It’s currently still available but selling fast, however the
brand also has an array of other similar styles which, it says, are also proving wildly popular. What do they all have in common? Puff sleeves and a flounce.
Speaking of which, H&M launched a sustainable collection of dresses just last week, including oversized midis in Pepto-bismol pink, as well as balloonsleeve florals and black lace styles.
Other than sleeves, it seems that the overarching theme to this summer’s hit
dress is a swooshy, bright, printed sunny day version, which is truly a joyful antidote to corona tracksuits (and a good way of differentiating your lockdown wardrobe from your new just-about-going-to-the-pub wardrobe). Browns cites a cut-out midi from Peony, Jacquemus’ ombré mini as well as multiple dresses from Loveshackfancy as the styles it’s banking on this season. Over at Matchesfashion, meanwhile, fashion and buying director Natalie Kingham says that Zimmermann continues to be one of the most popular brands, with shoppers won over by the brand’s dramatic, floor-sweeping florals and chiffon styles with a vintage feel.
For Net-a-porter, last summer’s hit Atlanta gingham dress by Sleeper is still a best-seller of the moment – proof that all these dresses have staying power. Other popular dresses for the e-tailer include Rixo’s poppy-printed midi and Valentino’s poplin shirt style.
So, while the most-coveted dresses might be a diverse bunch, they all share the same sense of optimism for a busy social life and the day when social distancing is a memory.