"Honestly, it’s so good."

Is this Amazon dress TikTok’s next viral fashion buy? There have been countless Zara finds that have sparked a sell-out through the app, as well as a strappy Abercrombie & Fitch midi that has millions of views, and counting.

So, these days it’s about predicting the next viral buy – because because when something gets popular on TikTok, you know it won’t be in stock for long.

That goes for Amazon Fashion, too, which also sees thousands of creators sharing their favourite pieces – often designer ’dupes’ at affordable prices. The latest to pick up traction is a £35 smock dress which has a look of the designer shirred styles or ’nap dresses’ that are continuing to conquer warm-weather dressing. And in true Amazon style, it’s available in loads of colours.

"I found a DÔEN dress dupe on Amazon & I love it," fashion TikToker @styleidealist writes, captioning her video: "It comes in so many different colours too!"

A follower replies: "Yesss I have this in pink and white and honestly it’s so good."

The fluttery midi has an impressive 157 five star reviews on Amazon, with most saying that it’s ultra-flattering and well-made from lightweight cotton. Sizes range from small to extra large and the shade range really is extensive – we’re talking pastels, brights and neutrals.

Other fans of the Amazon dress include style Instagrammers Claudia Berresford and @whatmariewears, who also credit the colour choices and flattering fit.

And even better, smock dresses can be easily styled up for autumn with boots and layering pieces – but luckily, the whole point of a nap dress is that it’s comfy enough to lounge around the house in, or even take a quick snooze. Perfect for winter then, too.

And if you’re searching for yet more Amazon fashion gems, other TikTok faves include an £8.99 (yes £8.99!) maxi dress and a strapless ribbed bodycon number that’s giving Hailey Bieber. So it turns out, you don’t always have to believe the questionable product images. Who knew?

AE News