TUESDAY TIP-OFF

This is your new midi-dress destination 

Over the past few years, Ghost has engineered the master of all comebacks, with sales skyrocketing along with celebrity endorsements. There’s a reason it’s so popular, as Hannah Banks-Walker explains

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By Hannah Banks-Walker on

If you have Instagram, you’ve most likely seen a Ghost dress that’s currently on sale – possibly even in the last 24 hours. This is because almost everyone is wearing them, from the super famous to your friend from school. Or that’s what it feels like, at least. I’ve admired many a midi of late, only to find out that, normally, it’s from Ghost. Renowned for its domination of the 90s, when Naomi Campbell and Kate Moss modelled the now-infamous slip dresses on the catwalk, the brand fell off the radar in 2006 after founder Tanya Sarne left. It was then bought by the owner of Hawes & Curtis, Touker Suleyman, but it wasn’t until the arrival of creative director Sameera Azeem that things really started to change. In fact, in just three years, online sales skyrocketed by 95%, every celebrity and their dog started posting on social media about the brand and big buyers – the likes of Selfridges, Harvey Nichols and John Lewis – came calling. Suddenly, Ghost is the toast of the town.

While there are separates, the brand’s newly found success is undoubtedly down to the focus on dresses. What the slip dress was to the 90s, the button-down midi is to 2018 and Ghost knows a good thing when it sees one. From pretty tea dresses to silky midis, the ready-to-wear frocks are all glorious. While they work just as well for dinner with friends or a sunny afternoon out, it’s weddings where these frocks really come into their own. With three weddings this year, all yet to happen, I’m on the hunt for wedding-guest outfits that are appropriate for the autumn without feeling too wintry. Given that most of Ghost’s dresses have sleeves, are midi length or longer and feature various prints in a whole spectrum of colours, I think I’ve found the answer to my problems. And yes, I’ll be wearing the same dress to every wedding.

5 of the best Ghost dresses 

 

 

 

 

 

 

@hlbw

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