This Sell-Out Gingham Midi Is Currently The High Street’s Most Popular Dress

With each season comes a new high street collection, ushering in a whole new array of pieces for us all to get excited about. None more so than Kitri's new range, it seems, which has already proved to be a sell-out success. Although the brand only launched two years ago, it has already amassed a loyal following thanks to its regular drops of brilliant midis, stylish jumpsuits and everything else in between.

Unlike many other brands, Kitri only makes a limited amount of each style, which is not only a more sustainable way to work but also creates the kind of hype around certain items that most labels crave. For summer, this hype has translated into several of its new styles selling out almost as soon as they arrive online. The gingham, button-down Lenora dress, for example, arrived at the end of March, only to sell out within 24 hours. It then amassed a waiting list of over 500 people before being restocked last Friday. There are currently only a couple of sizes left, although the brand says fresh stock is coming soon.

Kitri's pink, Mika jumpsuit and the Siena tea dress have also been extremely popular, with stock selling incredibly quickly. The appeal of the brand is perhaps something to do with its founder, Haeni Kim, who creates clothes for women based on her own – and her friends' – needs. This translates to pieces that don't just look good – they feel it, too. Plus, if you see something you like but it's not currently in stock, you can sign up to join the waiting list, which will send you an email notification when your size is available.

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