Good luck getting your hands on JLo’s Versace dress

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  • Safe to say that JLo’s return to the catwalk was the single most important moment at Milan Fashion Week, and she almost broke the internet all over again (in case you didn’t know, the original Versace dress she wore is the reason Google Images was created), with the video circulating on every social media platform around.

    She’s even crashing retailers’ websites, and the dress isn’t even available for sale until next year. Browns womenswear buying director Ida Petersson said she was getting texts from clients as soon as JLo strutted off the catwalk.

    ‘The show was on Friday evening and myself and the team had texts arriving almost as soon as she had walked – the power of Instagram! And then they kept coming over the weekend and are still coming through,’ she says.

    Naturally, the luxury retailer snapped up the £7,000 dress, for launch in store in February/March, but demand is so high that the waitlist is beyond anything the team has seen.

    She explains, ‘at this stage we have four times as many people down on the list as we bought stock for. It’s a £7,000 dress so it’s rare to see this sort of response as demand is normally limited to a smaller base at this price point.’

    But if you’re at the bottom of the list, fret not, there’s another option you may prefer, as Versace is also releasing a long sleeve version which Browns will stock too.

    Ida says, ‘The more commercial style is still a great way to buy into the look but comes at a price of £4,200 with a built in bodysuit so no need to worry about the underwear situation. The palm print was a welcome return after seeing amazing success from the re-runs of THE safety pin dress (made famous by Liz Hurley) as well as the demand we’re seeing from the brand’s baroque prints in general. In the midst of a nineties and noughties resurgence it’s clear that Versace is having a big moment that is not showing any signs of slowing.’

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