Boasting a mid-length hemline, full skirt, v-neckline and wide straps, it's one of those pieces that suit every shape - proven by the speed at which it flew off the shelves.
It was even restocked last month, before being snapped up almost immediately by savvy shoppers including the likes of TOWIE's Chloe Lewis and Kate Wright.
But despite the £49 piece featuring on every other post on our Instagram feed, it seems the appetite for it remains insatiable - selling for over four times the original price on eBay.
With over 45 listings on the re-seller site - and ranging in price from £39.99 to £300 - it seems that the original fast-movers (who have already clocked up hundreds of likes on their Insta pics and are looking for their next sartorial hit) are set to make a serious profit.
Keen to get in on some of this money-making action? Strictly on the D.L, we're tipping this as the next high street product to create such a buzz...
Marks & Spencer
This new Marks & Spencer dress will be all over your Instagram feed by autumn
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