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$1M in 12 minutes: How the Nap Dress became a pandemic uniform

It was the name—”Nap Dress”—that got my attention when I saw an Instagram influencer post about it. To cope with the daily exhaustion of living through a pandemic, I often take a midday snooze. And here was a dress, made by a brand called Hill House Home, that promised to take you straight from a nap to a Zoom meeting. I was sold. I bought it immediately for $125 and have worn it almost every day for the past eight months.

I’m not alone. The Nap Dress came out two years ago but has become a hit during the pandemic, exponentially accelerating Hill House’s growth. The light cotton dress comes in five styles—with prices ranging from $75 and $150—all of which are characterized by smocking at the bodice, a tiered skirt, and dramatic sleeves. Over the past year, the brand has struggled to keep up with demand. When the latest collection of dresses dropped on February 10, the brand sold $1 million worth of inventory in the first 12 minutes, and by the end of the day, it had generated more revenue than in all of 2019. (I wasn’t able to snag a green version of the dress I wanted because it sold out within hours.)

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