Holly Willoughby wears M&S dress - and they fly off the shelves

Emma Woollacott
Holly Willoughby's dress on Instagram
Holly Willoughby's dress on Instagram

Once again, there's been a run on a chain store dress worn by Holly Willoughby on This Morning.

Despite the fact that horizontal stripes are generally believed to be unflattering, the 36-year-old presenter looked so good in this M&S frock that she's triggered something of a stampede.

The bodycon dress, which Holly teamed with sandals from Office that she's worn before, costs just £39.50, but looks much more expensive. In fact, with the sandals costing just £60, her whole outfit came in at under £100.

Holly Willoughby's 'must-have' £30 dress sells out

The below-the-knee dress, which has a high round neck and short sleeves, comes in a navy, blue, pink and white colourway: one of Holly's Instagram followers described it as having a ' liquorice all sorts theme'.

Online, the company's sold out of the dress in sizes 8, 10 and 16. It's still available in a 6, 12, 14 and 18 - although you'll probably have to move fast.

Rihanna causes a run on Tesco jogging trousers

Every day, before appearing on the show, Holly posts a picture of the outfit she plans to wear, with links to where it can be bought. She often wears clothes from the high street, with LK Bennett, Dorothy Perkins, Whistles and Phase Eight being particular favourites.

And her fans certainly take note, as it's by no means the first time that an item she's worn has sold out.

Last December, for example, she opted for a leopard-print skater dress that cost just £29.99 from New Look - and the dress sold out completely within hours. A few months earlier, the same thing happened with another M&S number costing £45.

Generally speaking, it's simply not possible financially for fans to copy celebrities' outfits - which means that when a star appears looking great in high street clothes they tend to fly off the shelves.

Duchess of Cambridge causes a run on a £17.50 dress

The Duchess of Cambridge has had this effect on several occasions, with a £162.50 Orla Kiely dresscoat selling out 'within minutes' of her wearing it for a public appearance in 2012.

Two years earlier, the Reiss website crashed as shoppers flocked to buy the dress she'd worn for her official engagement photograph - and the dress eventually sold so well that the chain's profits doubled that year.

From Our Partners