We're used to seeing trendy, must-have items selling out at fashion-girl favorites like Reformation and Zara — each season, there's that one dress, coat, or matching set that seems like every twentysomething girl in New York City is wearing it. We were more taken aback, though, when we heard that this little black dress, by a brand called MM.LaFleur, has racked up a 900-person — and counting — waiting list. Sure, an LBD is a staple for many women (especially in the classic wrap-dress silhouette), but why is this particular frock, called the Tory, selling out as if it's this season's version of a Mansur Gavriel bucket bag?
If you haven't heard of MM.LaFleur, here's some background: The brand was founded in 2013 by Sarah LaFleur, a former finance consultant who set out to make dressing for work more fun. Indeed, if you're working in a corporate environment with a strict dress code, it's difficult to build a work wardrobe that doesn't drain you of inspiration. Unlike other trendy touches, like fun embellishments and unconventional color combinations, the design details of this dress might go unnoticed by unobservant clients, but will get you snaps from your fellow fashion people (note: that fold-over hemline, slim half-shoulder, and wrap bodice).
According to MM.LaFleur's site, the $235 Tory dress is "crafted from a highly breathable, wrinkle-resistant, eco-friendly crêpe from Osaka, Japan, [and] has a satiny interior that will keep you cool all year-round. Bonus: The wrap is secured and lined, so there's no risk of an in-office wardrobe malfunction." We're all about a breathable dress that doesn't wrinkle, and while this may not turn you into the office fashion plate overnight, it's a hardworking item you'll undoubtedly get plenty of wear out of.
According to Business Insider, the dress is sold out of sizes 2, 6, and 10, and those who order it now can expect to receive it by early October. We've reached out to MM.LaFleur for further insight as to why this particular style has caught on like crazy, and we'll update with any additional info.
In the meantime, there are plenty of similar dresses to meet your conservative wrap-dress needs — shop some of our picks ahead (or, you know, suit yourself and wait for this one until next month).
UPDATE: Tory Hoen, Editor-In-Chief at MM.LaFleur, clued us in with some more insight on the sought-after frock, stating "Word of mouth was what put MM.LaFleur on the map back in 2013, and it continues to be the biggest driver of business for us. The Tory became a 'cult favorite' among in-the-know customers, and the word spread from there.
"Blogger Anh Sundstrom of 9 To 5 Chic [also] did a post featuring the Tory, which definitely drove some traffic and helped us tap into the San Francisco-based audience. Our first run was 75 [dresses]. We quickly did a second run of 135. We are currently planning our next round of production to meet the off-the-charts demand we've seen."