You Are Going to See This Dress Everywhere

Let's get one thing straight: Ditsy florals have never been cool. They have moments where they are more favourable than other florals and periods where they can be found all over the runways. But really, in terms of fashion cred, they're about as basic a print as you can get before hitting the classic navy and white stripe. 

So it was a feat of sheer ingenuity and skill that one label could flip this idea on its head, only to create a ditsy floral dress that the hippest of the hip had to have last season. Of course, it was the Parisian radicals Vetements. For the uninitiated, this is the breakout brand of 2016 comprised of seven (almost) anonymous designers—one of whom, Demna Gvasalia, has taken the reins at Balenciaga, replacing Alexander Wang, and is poised to present a debut collection during Paris Fashion Week this February. You are going to hear a lot about Gvasalia in the coming weeks.


(Image credit: Phill Taylor)

On Gilda Ambrosio: The extra-popular Vetements dress from last season; Alexander Wang boots.

Of course, this was no ordinary dress dotted in pretty blooms—just in the same way that the Vetements must-have vintage jeans were no ordinary denim hand-me-downs. This frock was back-to-front with a faux crew neck sweatshirt slashed into the neckline and draping out of the hem like a train and it sold like hotcakes despite a high price tag. Now stores are clearing the rails ready to stock the 2.0 versions. Silhouettes, prints and detailing may have been significantly updated to feel new but you can still tell this is a Vetements creation from 20 paces… or further if you're a street style photographer with a long lens.

"At one show last season we saw three senior fashion editors all wearing the same floral red sweatshirt dress, all bought from us, and we had a ‘moment’ as realised the collection had secured some influential supporters," explains's buying director, Natalie Kingham. "We have already had international interest through our MyStylist and private shopping teams – in particular for the ruffle-trimmed floral-print dress, the exclusive green metallic dress and the tracksuits."

Scroll down to see the latest styles from the booming fashion brand, add them to your wish lists and expect to see them on the front row very soon…

Shop for more cute-as floral dresses here and let us know what you're excited about this season in the comments box below…

Hannah Almassi
Editor in Chief

Hannah Almassi is the editor in chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was hired to launch a UK sister site and social channels, localise content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 15 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times and, among many others.

Hannah currently resides in Eastbourne with her photographer husband, incredibly busy toddler and highly Instagrammable cat.