Boden has long been a stalwart of the high street, with legions of loyal shoppers loving everything from its timeless tailoring to its versatile dresses. But few items on the rails have proved quite as popular as the Boden Amelie dress, which has become one of the store’s all-time bestsellers after being in stores for just 12 months.
Over that period, 100,000 units of the £55 jersey dress have been sold, leading to the design being expanded into 11 different colourways and prints, and receiving hundreds of positive reviews online.
The relaxed silhouette, waistline rushing and simple cap sleeves make the dress an easy chuck-on-anywhere wear, but what is quite so special about this particular mid-priced outfit?
‘It’s a wardrobe staple that is the answer to all-age dressing,’ Mariam Boutorabi, design director of Boden, told the Daily Mail of the dress’s phenomenal success.
‘It’s just so flattering. The fitted shape through the bust and waist creates a great silhouette — and combined with clever waistline ruching detail, the drapey jersey just skims over the body and suits every figure type. Jersey is also a supremely comfortable fabric and suitable for both warmer and cooler weather.’
Another benefit of the piece is its fairly inclusive sizing – not only does the brand run from a 6 to a 22, it also offer varying lengths to accommodate petite and tall customers too.
Couple that with the fact it can be styled up for basically any occasion, from the office to lunch with friends to a holiday, a summer wedding and back again, and you can see why Boden has such a success story on its hands.
The good news is that Boden is wise to the frenzy around its bestseller, and has got plenty of stock available in every pattern and hue for the spring month ahead. Here are just a handful of our favourite incarnations.