The 35 'IT' dress: M&S owl print number flies off shelves as customers snap up one every two minutes
16:56 GMT, 2 August 2012
M&S’s hummingbird dress sold out in days back in June and the High Street giant’s latest bird print design looks likely to follow suit.
The 35 navy owl print dress has been selling fast online and in stores since it was launched at the weekend, with eager customers snapping up one every two minutes.
It is proving so popular that M&S are expecting it to sell out completely in the coming weeks.
Big hit: The 35 navy owl print dress, with a scoop neck and side pockets, is selling out at M&S stores
‘From feathers to flamingos bird prints have been the fashion motif of choice for 2012,’ said a spokesperson for M&S.
‘The Limited Collection hummingbird dress played perfectly into this trend with its bright summer colours and flattering a-line silhouette, selling out online and in stores within 2 weeks!
'Due to the popularity of our hummingbird dress we have introduced the beautiful shape to our Autumn collection with a more tonal owl motif in shades of navy, rust and cream.’
The dress has proved to be another big hit for M&S just weeks after the M&S green hummingbird print dress flew off shelves, with stars like Denise Van Outen and former EastEnders' actress Tamzin Outhwaite among its fans.
Follow-up: Denise Van Outen models the M&S green hummingbird dress that sold out in just two weeks
So great was the demand that within a fortnight, stocks had been exhausted.
The success of both dresses follows a return by many celebrities to high street fashion – including Kate Middleton, who famously favours Reiss, and Miriam Clegg, who was recently snapped in clothes from Topshop.
The Duchess of Cambridge’s outfits regularly sell out after she has been pictured in them at official events.
Retail expert Patricia Davidson said: ‘The Marks & Spencer hummingbird dress is such a pretty colour, right in tune with the season, and worn by someone whose looks and figure many will aspire to. It’s not surprising that it sold out in a flash.
'We’ve always copied celebrity style. It’s a combination of endorsement, imagining that wearing the clothes will make the wearer look more like that person, and now the fact that the internet has made access to what celebrities are wearing so much easier than before,' Davidson added.
‘The fashion market plays on the desire for “celebrity style” more and more, even giving the celebrity wearer’s name to dresses, bags and shoes. This is just not something that’s going to go away in a hurry.