At last, a solution to the red-carpet identi-dress faux pas
Genevieve Roberts and Eleanor Dickinson on the end of a fashion nightmare
Sunday 21 August 2011
When the comedian Tina Fey accepted an award last year wearing the same Dolce & Gabbana floral print dress as the musician Sheryl Crow, she announced: "If you want to see what this dress looks like on a surfer body, look over there. I wear it with a sweater."
Now, braving the ultimate sartorial faux pas of turning up to a wedding or party and finding someone else in an identi-dress – especially if they look better in it – may become a thing of the past.
Next month, the high street stores Karen Millen, Coast, Oasis and Warehouse are rolling out a 90-minute "seamless" delivery service across Birmingham, Belfast, Bristol and Cardiff. The service, which was successfully piloted in London in May, has also been extended to Manchester, Leeds, Edinburgh and Glasgow.
Coast launched the service after discovering that 87 per cent of its customers dread the thought of turning up to an occasion wearing the same outfit as another guest. A survey of 2,000 customers found that 72 per cent said they would consider leaving if they were in identikit dresses.
It can be the stuff of red carpet premiere nightmares. This year, actress Jaime King and fashion model and socialite Nicky Hilton both arrived at a launch party in Los Angeles wearing the same sequin cheetah dress by French Connection. They laughed about their fashion clash, with Hilton tweeting: "My girl @Jaime_King + I committed the ultimate fashion crime. Showing up at the SAME event in the SAME dress."
Television star Brooke Burke was less amused when she found herself wearing an identical animal print mini dress to Carmen Electra in March this year, and tweeted: "Two other women are wearing the same dress I am!!!! How tacky PR!!!"
When the model Sophie Anderton found herself in the awkward situation of wearing an identical outfit to two other people at a London charity auction, she chose to make a hasty exit to change.
Celebrity stylist Eve Collins, whose clients include Rosie Huntington Whitley and Selena Gomez, said: "If one of my clients turned up to a red-carpet event in the same dress as another celebrity, my job could be on the line. To have access to another outfit in 90 minutes through the internet would be a life saver."
Hash Ladha, at Aurora Fashions, said he expects other high street brands to follow suit, as service is key to customers. He said the fastest an internet order has been delivered so far is 18 minutes, to an address in central London.
Jason Nelson, head of marketing and ecommerce at Coast, said: "Customers can order a show-stopping dress at the start of the wedding ceremony and be wearing it by the time photographs are being taken."
Actress isn't a fan of Ed Miliband
Do you qualify – and how do you get it?
The Mayor of London's sister, Rachel Johnson, apologises for shocking tweet about the PM
Life & Style blogs
Who is Teresa Fidalgo? Debunking the fake ghost story that's got Instagram spooked
Dame Vivienne Westwood: The former Queen of Punk may now be an establishment pillar, but her work is still controversial – and much copied
Revealed: Lidl’s £4 perfume smells identical to Chanel’s £70 scent - but the difference is in the bottle
Girl, 7, gets Tesco to remove 'stupid' sign suggesting superheroes are 'for boys'
Coke milk? Coca-Cola to launch premium milk brand called Fairlife
- 1 Sarah Vine criticises lesbian mother Jack Monroe: 'If she was unsure about her sexuality, she should have taken greater precautions'
- 2 Black Friday 2014: Opening times for Asda, John Lewis, PC World, GAME and Argos
- 3 To help fuel their propaganda machine against the poor, our government has now decided to redefine the word 'welfare'
- 4 Jeremy Hunt: 'I took my children to A&E because I didn't want to wait for GP appointment'
- 5 Girl, 7, gets Tesco to remove 'stupid' sign suggesting superheroes are 'for boys'
£45000 - £80000 per annum + £80,000 OTE + Car,benefits: h2 Recruit Ltd: Busine...
£40000 per annum + £100k+ OTE: Langley James : IT Sales Executive; connectivit...
£20000 - £28000 per annum: Recruitment Genius: Award winning Peterborough base...
£55000 - £65000 per annum: Investigo: My client, a global leader in their fiel...