Myleene Klass may be nursing a broken heart at the moment, and we all wish her the best over her broken marriage, but she should take some comfort in the fact that a dress she helped to design and promote is one of Littlewoods catalogues biggest sellers. It goes to show that women adore her, and her style and want to look as gorgeous as she does, in the former girl bands singers’ hot pink embellished dress. In the latest of Littlewoods advertising, Myleene can be seen in the dress, playing fairy godmother as she sweeps along in a playground full of ladies, touching her co stars and transforming them from casual to chic.
The 34 year old TV presenter designed the £75 fuchsia dress, as part of Littlewoods autumn and winter collection, and a spokesperson for the catalogue said that website traffic to that particular page was up a massive 1,200% on last year, soon after the ad had aired. With sales expected to reach over 2,000 before Christmas, it seems that Myleene certainly does have the magical touch. The dress, which caused a buzz on social media sites, such as Twitter and Facebook, soon sold out and Littlewoods are calling it their first ever social media sell-out. And despite the TV launch of the campaign, it was through social media that word got around and the dress had already sold out before the ads aired. Describing the level of surprise that the concept of ‘the Littlewoods touch’ had, a spokesman for Littlewoods said: “This is the first time ever that a Littlewoods garment has sold out as a direct result of social media buzz. There’s no doubt that Myleene designed a show stopping dress but the level of demand has completely blown us away, surpassing our initial projections by more than 400 per cent.” They added: “For us, the record spike in sales of the fuchsia dress highlights three things – the power of social media, the level of engagement of our social fans and followers, and the superb knack that Myleene has of tapping into the fashion psyche of real women.”
And it was not just traffic that increased to the fuchsia dress page of Littlewoods.com, orders were also up by more than 700 per cent. The spokesman added: “Our autumn ads will continue to appear on TV, in print and online for the remainder of September and throughout October. Despite the unprecedented level of demand for the fuchsia dress, we’ve pulled out all of the stops and are expecting delivery of a further few hundred pieces in the coming weeks. Many of those have been pre-allocated so shoppers need to move quickly. But the good news is that all customers who pre-order the garment over the next few days will receive it by the end of November – well in time for the Christmas party season!”
So lets hope that despite having a rotten year, Myleene can feel pretty chuffed with herself as she realises that as far as fashion goes, she definitely still has the magic touch. Myleene said earlier this year: “I am delighted to be working as a brand ambassador for Littlewoods. As a busy working mum, I know the importance of being able to shop how I want, no matter where I am and Littlewoods lets me do just that. Collaborating with the team on my fashion range allows me to work with a brand which I have known and loved since childhood and it also lets me share my design ideas and bring them to life. I’m looking forward to inspiring others through my latest fashion collection.”
Myleene has two daughters with her estranged husband, four-year-old Ava Bailey and Hero Harper, one.
To buy the Fuchsia Pink Dress, visit Littlewoods, however, at present, the only sizes available are from 20 – 24. Littlewoods do say they are expecting more stock in soon!