Is this red H&M dress summer's most popular look?
If you hate showing up in the same outfit as someone else, consider this a public service announcement – this red H&M sundress carries an extremely high risk of double up.
Within Fairfax's Auckland office, a quick poll revealed five staffers who'd fallen for "the dress."
What's not to love? It's loose enough to work for most body shapes, the tomato-red shade looks good with bronzed summer skin, and best of all, it retailed for only $29.95.
It was also plastered on billboards and bus stops all over Auckland, to promote the store's recent grand opening.
Sarah Harvey, 32, had a friend buy her the dress after she saw the billboards. "I'm a sucker for marketing and a red dress," she says. "I will probably take it to the beach this summer."
Caron Copek, 44, has worn the dress with a leather jacket on a sunny spring day.
"I saw the dress on the rack and recognised it from the H&M ad. I loved the colour was attracted to the textured cotton fabric."
Elizabeth Cave, PR manager for H&M Australia & New Zealand, says "the red dress that featured in the H&M ad campaign at the time of the store opening its doors in New Zealand was an incredibly popular style, with customers rushing to pick one up. It sold out within a few weeks."
"Although Kiwis are usually found donning black from head to toe, the bright, bold colour of this dress was a real hit and it's not surprising," says Cave. "It is a style that is effortlessly chic and a simple silhouette that suits many."
The design made waves in international markets too. Style bloggers including What Olivia Did, Miss Madeline Rose, Bees Wonderland, The Styling Dutchman and Kemi's Lookbook posted photos and styling information on the same dress over the Northern hemisphere summer.
And while there's no getting away from the possibility that someone else may be sporting the same dress as you, at least you can style it differently.
"Pair it with some jandals and chunky bracelets and you have an ideal summer BBQ at the beach outfit," says Cave.
"Or team it with your favourite heels and some large costume earrings and you have the perfect ensemble for that Christmas party."