Victoria Beckham champions the mid-length hemline
No longer are women showing off their toned legs in sixties-favourite miniskirts, but there’s been a significant rise in the mid-length dress.
Fashion brand George at Asda has revealed that the sales of midi dresses are up 174% for the 2013 party season, compared to the same period last year.
And with celebrities like Victoria Beckham, Nicole Scherzinger and Gwyneth Paltrow favouring them, it’s no wonder they’ve become such a must-have.
The store has found that 79% of dresses purchased online this season have been midis, compared to just 11% of shorter styles in the run up to this year’s Christmas party season.
It’s all about covering up this season during the festive season and shunning the mini dresses and skirts.
A survey by the store found that 68% of women said that they felt more confident in a mid-length dress with 34% of women over 50 naming their knees as one of their key problem areas.
Other popular reasons for opting for a midi dress include feeling slimmer wearing one, hiding cellulite/problem areas, daywear to dancefloor versatility, elongating the silhouette and feeling more elegant.
A George spokesperson told the Mail Online: 'The age of the mini dress is over as shoppers shun shorter styles in favour of more feminine, modest cuts.
'The recently criticised WBD (Why Bother Dress) as seen on Hollywood actresses such as Jenifer Lawrence has failed to impress our customers and they continue to look towards more elegant designs.'