BEHOLD: The whimsical dress so popular it's sold out seven times.

Ever wondered what would make a single dress sell out seven – yes, seven – times?

A dress by America designer, Christy Dawn is so popular, it sells out within minutes, despite being dropped online several times.

No, it’s not woven with gold unicorn hair or encrusted with rare diamonds. Curiously, it’s not even thaaaat affordable at $227 ($180 US) plus postage, just saying.

But turns out what women appreciate most in an everyday dress is not all that fancy.

Enter, the Lennon Dress.

Today at 10am The Lennon Dress, The Monarch Dress, and 2 May Dresses will be released!! Wahoo!!!

A post shared by CHRISTY DAWN (@christydawn) on Jul 13, 2017 at 8:18am PDT

With a puffed elbow length sleeve, a midi hemline and buttons down the front, the Lennon Dress is floaty and flattering yet, unfortunately for us, perpetually unavailable.

While it’s nothing overly wild, it does look quite comfortable and provides enough coverage to hide anything you don’t feel like displaying without being super heavy and dowdy.

So far the Lennon Dress has been released seven times – each time in a different fabric and print, and each time sold out faster than you can whip out your debit card.

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Available through the brand’s online store, the team behind Christy Dawn are great at letting their fans know when the next Lennon Dress drop will be.

But if you can’t wait that long, we’ve rustled up the next best things you can add to your cart today.

What do you think about the Lennon Dress? Worth all the fuss?