Many of us will remember the black and white polka dot Zara dress that took over our wardrobes in 2019. It became so popular that no matter where you wore it – weddings, work, restaurants – you were sure to bump into somebody standing in the same style. But while some people found it incredibly amusing, others resigned it to the backs of their wardrobes, never to come into contact with the identical item again. 

Of course, this is always the risk when purchasing from these big-name, mass-production brands. So shopping from smaller labels (or secondhand) is probably the best way to avoid any accidental styling snaps. And Aligne is one of my favourites for tailored trousers, chic shirts and fashion-forward frocks – and that includes the bestselling Gabriella dress.

Now, I know I’ve just been griping about picking up pieces that become too popular, but buying a bestseller from a small brand is dramatically different from doing so at a giant like Zara. To put it into perspective, 5,000 of these gorgeous Gabriella dresses have been sold since they launched last autumn, an amazing achievement for Aligne, yet a small drop in the fashion-filled ocean for a big global fashion brand. So you’re unlikely to bump into someone else in the same frock, but you can rest safe in the knowledge that it’s certainly stylish. But what exactly makes it so popular? And why are 12,000 people on the waitlist to buy one? I sat down with Virginia Seymour, managing director at Aligne, to find out. 

“Gabriella was our idea of the perfect, easy denim dress,” she began. “It represents our personality. The slightly puffed-sleeve and the oversized skirt brings ease, confidence and comfort. This is how we want our customers to feel when they wear Aligne.” And it certainly seems to be working as the brand is struggling to keep the £99 frock in stock.

This popularity, Seymour suspects, is thanks to its styling versatility. “It is just the easiest dress to wear and is flattering on all shapes and sizes,” she says. Which isn’t always the case when it comes to denim designs, despite this one being crafted from 100% organic cotton. “Sometimes denim dresses can be restricting,” she adds, “but this dress is the perfect throw-on-and-go style that makes you feel put together yet still has a bit of attitude.” And famous faces including Zeena Shah, Olivia Frost and Isabel Spearman all count themselves as fans. 

What makes the Gabriella dress so well-loved may be its more modest cut. Coming up to the mid-calves in length, with an oversized fit and high neck collar, it keeps a lot of the body covered. For some, this is an absolute must; for others, it’s solely a personal preference, but it definitely makes the dress a year-round staple, and this modest design was never an intention for the brand. Yet anyone who owns the original version of the Gabriella dress may notice some slight changes with the styles selling now, and it’s all because of the customers. 

The beauty of small brands is that they can interact with their customers, and value their feedback more than those mass producers. So when people started to share styling changes to the Gabriella dress, you’d best believe Aligne listened. “We are lucky that our community is so open to sharing feedback. Because of the relaxed feel of the dress, we found our customers were buying two to try on and always sizing down. We then saw on social media that when our community would talk about the dress, they would tell their audience to size down, which really told us we had to go back to the drawing board,” Seymour shared. 

“We worked on the revisions for two months, trying it on all different sizes, making sure we were keeping the best bits of the style – the ease of throwing it on, the comfort in the shoulders, the playfulness of the skirt. But we noticed small details that were adding extra volume. We straightened the side seams, took a little bit of volume out of the sleeves and reduced some of the fullness of the skirt. It still has that same trapeze shape but allows customers to buy their true size,” she explained, showing the brand’s commitment to keeping its customers happy. 

So, if you’re looking for a simple, chic frock that’s sure to work wonders in your wardrobe for many years to come, perhaps the Gabriella dress could be the one to go for. We’ve been told to expect a black and burnt orange colourway coming this autumn, crafted from a beautiful deadstock corduroy. And for when they’re sold out, AllSaints, Nobody’s Child and Next have some great alternative options. 

Shop the Gabriella dress at Aligne, from £99.

Images: courtesy of Aligne