A viral product meets a viral TV show for a collection that might just break NapDressNation:
"I always wanted to have the ability to collaborate with partners," Diamond says. "So much of my joy around the Nap Dress is that it is this versatile piece that, really, in my closet has taken the place of jeans. For me, there's a style that works for me — my style is the Ellie and the Athena, I wear those two all the time — so having lots of fun prints for different seasons and different fabrics is really the foundation of my closet.
Customer data — direct feedback, sell-out rates, buying patterns — is an increasingly important consideration for Hill House as it makes decisions across its business. And it factored in to the "Bridgerton" collection as well: There are two Ellies because the Ellie is the most popular Nap Dress style. "We knew the Ellie was the staple of a lot of our customers' closets," Diamond says.
Hill House has also been known to incorporate hidden messages or symbols into its prints. If you look closely, you'll see the word "phenomenal" written into the vine artwork that Hill created for the "Bridgerton" Nap Dresses. "We share this mission with Phenomenal of celebrating phenomenal women, so I think it was such a lovely way to incorporate that message and that mission," Diamond says.
Nap Dresses have become so massively popular in part because of an attention to detail and a cheekiness that touches every single element, from the custom artwork to the marketing. These are qualities they share with "Bridgerton," Diamond argues: "Before I knew we were going to do this, I was pausing the show and zooming in to look at some of the details on the dresses.
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