Australian designer brand Leina & Fleur has sold out their $289 'Gina in Bloom' wrap dress just fifteen minutes after launching.
One half of the designer duo, Leina Broughton, said she was 'overwhelmed' by how quickly the line was snapped up.
'I think the sudden demand in interest is because of the slim, wrap cut and vibrant colours which are in season after a somber start to the year,' she said.
The fashion label, which is online-only and proudly Australian made, has amassed an almost cult-like following with its trademark soft, feminine pieces.
Gina in Bloom sold 100 units and 140 people are presently on the waiting list.
'We are incredibly proud to be size inclusive,' said the brand. Leina & Fleur carries sizes 8 to 24 and work hard to ensure their sizing is accurate and tailored to their customers' needs.
Australia's average dress size is 14-16, according to the latest Australian Bureau of Statistics figures. While a recent survey of more than 3000 Aussie women found that 66% were a size 14-24, most fashion labels don't carry sizes that are larger than 14.
'At Leina & Fleur, we celebrate women for who they are, not what size they are. We promote the healthy and happy women and create clothes that are flattering for every body shape.'
Customers cannot get enough of the brand's unique clothing.
'Ordered yesterday and received this morning. I'm so pleased I hit that buy button in a heartbeat, what a stunning print and flattering style,' wrote one woman on the brand's website.
'The sleeves, neckline, skirt length and swishy godet inserts make this one a definite favourite. As soon as I put it on I knew it had a firm place in my wardrobe.'
'Love the feel and flow of my new purchase. True to size. So comfortable to wear.'
'This dress is the perfect summer colour,' wrote another customer.
One woman even admitted to purchasing the dress in four of five available colours. 'Never thought I'd be a fan of irregular hemlines but this is my 4th Gina! The vintage print is great and I am surprised by the compliments I get every time I wear it.'