Zara’s spotted dress of 2019, which was swiftly followed by Ghost’s Luella style, popularised by Carrie Johnson (née Symonds) who wore it to watch her then-boyfriend Boris enter 10 Downing Street when he became Prime Minister.
Prior to that, there was Kitri’s green floral frock of 2018. And last year there was H&M’s lockdown-friendly pink cotton dress that my colleague Bethan Holt dubbed the ‘wear-anywhere - or nowhere - dress’.Sometimes these crazes are organic.
Shoppers spot the dress in store or online, decide that it’s just the thing their wardrobe needs, and all of a sudden, it’s sold out within days.
More often than not though, a savvy PR engineers these moments with a little influencer seeding (PR speak for gifting a product to.
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