The Craze Over Hill House Home's Nap Dress Is a Masterclass in Branding

How deep consumer understanding created the summer's hottest fashion item

While the face mask is undoubtedly the most in-demand accessory of 2020, another item has bubbled up to the top of the collective consumer consciousness: the Nap Dress.

The garment has taken social media by storm this summer, with data from Google Trends showing interest in the term increasing 20-fold since January. It’s not a nightgown, which is best associated with grandmothers and films set in the 19th century, and it’s not a dress—it’s somewhere in between, according to Nell Diamond, Hill House Home’s founder and CEO.

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