Millie Mackintosh was ahead of the game when she chose a little-known Australian brand for her wedding to Professor Green.
The Grace Loves Lace dress, which she changed into after the ceremony, is officially the most popular dress of all time, according to Pinterest — with over 2.5 million Pins.
The ‘Hollie’ was first launched in 2013, named after designer Megan Ziems' sister, and is somewhat of a cult piece, with the company still receiving 500 enquiries about it every week.
Surprisingly, it’s not even a particularly classic style — rather than any Disney-fied dress you’d expect that level of hype, it’s more niche. The body is made of hand-cut French lace, with sheer chiffon floor-length sheaths, making for a beachy, ‘Bohemian’ vibe.
Though the Hollie dress has sold out, with more than 2,000 selling on the site and second-hand versions being sold on Gumtree for over $1,500, there’s a Hollie 2.0 in the making.
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The Grace Loves Lace website says: ‘The Hollie 2.0 features some distinct design additions and changes, namely the free-flowing silk chiffon sheaths attached at the shoulders and the graduated centre-front split in the lace layer of the skirt.'
Better get in there quick as 700 brides have already back ordered it.