It’s not every day that a fashion item sells out. It all feels very Confessions Of A Shopaholic, bringing to mind images of eager customers fighting over the last frock, coat or shoe on the rack, sometimes even if it’s in completely the wrong size. But when it does happen, it deserves a moment of our attention. 

After all, with so many clothing options available from countless number of brands, it’s quite an achievement for one item to be so popular, especially when it’s not a limited edition designer collab, such as the H&M collections. And it seems that small London-based brand Kitri has cracked the code.

The brand’s Aurora dress (£195), we’re told, has sold out 10 times now. So saying it’s popular is perhaps an understatement, and with a pretty print pattern that’s sure to elevate almost anyone’s wardrobe, it’s easy to see why. Now restocked for the eleventh time, we wanted to find out why it’s such a bestseller for the brand. And according to Haeni Kim, founder of the brightly coloured label, it’s the colour and the cut – but it’s also been helped by a special collaboration. 

“The Aurora dress perfectly encapsulates what our customers love about our styles: the combination of chic and playful with a hint of vintage flair,” says Kim. “The Aurora is an evergreen silhouette that has proven popular every season since launch. The intricate tie detailing around the waist allows it to be flattering for any body shape, and the maxi length gives it an elegant finish.” This makes it perfect for both formal office environments, wedding guest outfits, weekends away and dinners.

“It’s versatile, unique and a great quality for the price,” continues Kim. “​​Pink and red have always been a winning combo with customers. The print itself is a statement print to give the dress a wow factor to help you feel amazing during special events. However, the tonality ensures it is easy to style, and you will reach for it time after time.” 

This may explain why over 1,000 units of the dress design have sold since it was created as part of the brand’s partywear collection in 2022. However, this season, there has been a slight shift in shade. ​​Earlier in the year, the brand collaborated with make-up moguls Bobbi Brown on a limited edition make-up set (£65) in aid of the charity Smart Works. So this pretty pink dress design reflects that and, according to Kim, has  “increased the popularity”. 

The restock is already starting to sell out in some sizes, so be quick if you’d like to grab one.

Images: courtesy of Kitri