Good luck getting your hands on JLo's Versace dress

(Image credit: Getty Images)

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.'

(Image credit: Victor VIRGILE/Gamma-Rapho)

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.'

Penny Goldstone

Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.

Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).

Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at, sourcing the best deals for everything from restaurants to designer sales.

However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.

Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.