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

hill house home nap dress
Hill House Home's signature Nap Dress has become one of the summer's hottest products. Anne-Sophie/@annesophiagp, Elba/@Elbavdh

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.

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@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.