The only thing surprising about this canny step is that it wasn’t done sooner. The white column gown created mass hysteria back in April when it brought what was arguably a disproportionate focus to Pippa Middleton ’s perfectly proportioned derriere.
But rather than bringing up the rear, let us focus on the merits of the silk-crepe gown. With its delicate cowl neck and elegantly emphasised shoulders, it is a striking and flattering dress that is sure to fly off the online retailer’s virtual shelves. Slight modifications have been made, with the subtle lace trim at the neckline being left out, and the row of covered buttons running down the spine of the original dress being replaced by a zip, helping to bring the price of the dress down to £1,995.
The subtle modifications are unlikely to deter consumers, for whom buying into a piece of the Middleton effect - whether it be a Reiss dress or a pair of nude LK Bennett courts - is the closest most will get to their pristine lifestyle.
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