Chic separates may be all the rage for the new season, but the appeal of a beautiful dress is still just as strong.
Just ask Victoria Beckham. The Spice Girl-turned-designer recently reported a 52 percent increase in sales at her eponymous fashion brand, with annual revenues growing from £59 million to £89 million. It marks the third consecutive year of growth for the luxury brand, which in 2022 turned a profit for the first time since launching in 2008.
The reason for Beckham’s financial boost? It was attributed in no small part to the fact that an £850 dress was responsible.
The dress is called ‘Bella’ because it was first worn by supermodel Bella Hadid on Beckham’s SS23 catwalk. The dress features a gathered waist, tulip sleeves and a waist-length hem. The dress reportedly accounts for one in ten online sales.
Since its debut at Paris Fashion Week, it has been worn by a string of stylish women, including It-girl Kendall Jenner and Queen Letizia of Spain. The royal wore it in the now sold-out ‘parrot green’ to a reception at Buckingham Palace on the eve of King Charles’ coronation.
The dress is currently available in seven colors, including burgundy and a sophisticated black-and-red floral print. Consider it both your 9-5 look and your winter wedding outfit regular.
Speaking of which, versatility is undoubtedly a contributing factor to the dress’ popularity. Midi-length hemlines have long proven to be highly wearable, pairing with any type of shoe, whether it’s a ballet flat or a stacked-heel boot. And despite falling out of style a few seasons ago, they’ve retained their appeal among shoppers. At Net-a-Porter, searches for long-sleeved midi dresses have increased by 108 percent in the past month.
The Bella is suitable for any dress code, thanks to its V-shaped back and non-sloppy neckline: formal, relaxed or somewhere in between. The dress covers the cleavage, but is not too old-fashioned.
It’s also flattering. While the gathered waist covers your waist and hips, the split 3/4 sleeve subtly hides the tops of your arms, as well as your bra straps. It even comes in a V-neck to flatter larger bust lines.
Beckham is known for her well-cut pieces that are feminine and modern, yet have a timeless look. The Bella is an example of a wide audience. In addition to Jenner (28) and Queen Letizia (51), the 37-year-old model Rosie Huntington-Whiteley and Beckham herself, who turned fifty this year, are seen with verve in it.
When the same dress can be worn by multiple generations (and even multiple tax brackets), it’s no wonder it’s become so popular.
But you don’t have to buy expensive designer dresses to get a dress that deserves cult status.
If you’ve been browsing social media over the last few months – or visiting my North London nursery – chances are you’ve come across Nobody’s Child’s £85 Starlight dress. It’s already sold 100,000 copies since it launched two autumns ago, and has become the London-based brand’s best-seller. Demand has been so high that it’s being re-released in new colours for the coming season, including on-trend plum and indigo denim.
With a fitted waist, puff sleeves (choose between mid-length or long sleeves) and a midi hem, the Starlight features similarly flattering design details to Beckham’s dress. What’s more, it looks just as good with sneakers as it does with heels for dinner.
A universally flattering cut and versatile style is, unsurprisingly, a proven formula when it comes to dresses. In 2019, Zara’s £39.99 long-sleeve polka dot midi dress went viral after becoming ubiquitous in the UK thanks to its ability to suit all ages, body shapes, weather conditions and occasions. And when it comes to smart wardrobe investments, cost-per-wear and an effortless style factor always add up, whether you’re spending £80 or £800.
“The appeal of having one hardworking piece in your wardrobe that can be worn in different ways, for different occasions and seasons, is one of the main reasons why dresses are so popular with so many people,” says Sameera Azeem, creative director at Ghost.
For that reason, the brand’s most popular style is the Madi (£149), a fit-and-flare, mid-length tea dress that’s been brought back in both solids and prints over the past two seasons. For AW24, it’s available in on-trend polka dot. Style it with Mary Janes for the office, add sneakers for the weekend.
Madam, £149, Ghost
The clothing brand is no stranger to selling out styles. When the Princess of Wales wore Avery’s blue floral dress for a portrait celebrating her 10th wedding anniversary to Prince William, it sold out in moments.
Both popular styles meet the demands of seasonless shapes and feminine, flattering cuts, which Azeem says are priorities for the Ghost customer.
It’s a similar story over at Me + Em, where the Contrast Stitch Midi Dress (£275) was a best-seller in August. As well as a fit-and-flare, mid-length silhouette, the dress features a collar for added desk-to-dinner smartness. Part of the brand’s signature Travel Tailoring collection, it’s crafted from ponte jersey for all-day comfort and enhanced with practicality thanks to discreet side pockets.
Contrasting midi dress, £275, Me + Em
Function and form are also at the top of designer Wiggy Hindmarch’s wish list: “I always prefer a dress with sleeves and pockets, as long as they don’t disrupt the line of the dress. Fabric is important, it has to be great quality and feel comfortable against the skin.” Her Sarong Shirt Dress with Tie Belt (£395) was a summer hit, selling out in all three colours within two days.
For a wear-anywhere style that can also be worn into the colder months, look to Boden’s Alba (£155). The cinched-waist dress has been a best-seller for a long time, and launches in a new colour almost every month.
Sarong Shirt Dress, £395, Wiggy set; Alba dress, £155, Bottoms
“The Alba is the ultimate versatile dress. It’s feminine, airy and the long sleeves are perfect for the change of seasons. Throw on a sleeveless knit, a pair of long boots and you’re good to go,” says Maz Boutorani, design director at Boden.
Last year’s tartan version sold out in two days, but thankfully it has recently been re-released in two new tartans (pink and red checked and blue and red checked), just in time for Hot Toddy season.
And for back-to-work season, party season, the holidays, and all the seasons to come, there’s a versatile midi dress for every style and budget — even if yours isn’t quite as expensive as Posh Spice.