In the last couple of years, it is the sale of dresses that has made the box office for both small and large fashion brands. Zara's polka-dot dress was the most viral product of 2019, according to Lyst, and this summer, TikTok and Instagram took over Lirika Matoshi's strawberry dress. Today, social media users have switched to a new model created by Hill House Home in New York. It was named nap dress and, according to The Business of Fashion, last week brought the company $ 1 million in half an hour of sales.
1 of 5 Hill House Nightie Dress Home © hillhousehome.com Hill House Nightie Dress Home © hillhousehome.com Hill House Nightie Dress Home © hillhousehome.com Hill House Nightie Dress Home © hillhousehome.com Hill House Nightie Dress Home © hillhousehome.com hillhousehome.com
Nap dress is a cross between a nightgown and a light summer dress, a thing that is comfortable for sleeping and smart enough for walking. Hill House Home, which initially specialized in the production of premium bedding, decided to create several variations of this dress: Ellie with wing sleeves and a sun skirt, Athena with puff sleeves and an open back, Caroline with a loose fit with a stretching neck and Sabrina with an accentuated waist and a deep neckline. All models are united by an elastic band of different widths on the top, hem and sleeves, as well as a floral print and pastel color, which emphasize the similarity of the dress with a nightie.
1 of 5 Still from the movie "Gone with the Wind" © instagram.com/hillhouse Still from the movie "Little Women" © kinopoisk.ru Still from the movie "Marie Antoinette" © instagram.com/hillhouse Still from the movie "Roman Holiday" © kinopoisk.ru Still from the movie "Emma" © kinopoisk.ru
Of course, Hill House Home isn't the only nap dress brand. A dress similar to the one in which Scarlett O'Hara drank tea in bed in the morning, and Princess Anne, performed by Audrey Hepburn, hatched a plan for her escape, is in the collections of Thierry Colson, La Linge and Sleeper, as well as Faithfull the Brand, LoveShackFancy and Ganni, who cannot imagine the design of this model without an elastic band. However, only Hill House Home managed to monopolize the production of an elegant nightie and only increase demand every day. This is due to the fact that, having launched the sales of the dress, the brand abandoned paid advertising in favor of support from a microinfluencer. It was performed by the creator of Hill House Home, Nell Diamond, with an audience of more than 46 thousand people, who began to be photographed in a nap dress during pregnancy,and then in the process of feeding newborn twins.
1 of 4 Emma Roberts in a nightie dress © instagram.com/emmaroberts Kaia Gerber in a nightie dress © instagram.com/kaiagerber Selena Gomez in a nightie dress © instagram.com/selenagomez Kate Middleton in a nightie dress © instagram.com/ kensingtonroyal
However, the brand came to success not so much due to correct positioning and rational advertising, but rather to the timely release of the dress. The Business of Fashion concludes that "it is ideally designed for the pandemic": as people spend more time at home, they need comfortable clothes in which to relax, walk to the store, and call colleagues at Zoom. The affordable cost of the outfit is also important - from $ 75 to $ 200, which makes it affordable even for those who have lost part of their income in quarantine.