The polar opposite of Kardashian-Jenner bodycon, the stylish (and body comfortable) shift is the perfect balance of femininity with flattering fit to become your customers’ favourite go-to. So if the shift isn’t Kim-friendly, who is the celebrity clientele who constantly clicks ‘Add to basket’ for the ladylike dress? Olivia Palermo, Alexa Chung and even Vogue’s Editor-in-chief Anna Wintour. How to make the ‘60s shift modern? Simply, team your dress with knee high boots for SS17’s lampshading trend, from Bella Thorne to Nicola Peltz, every instagirl is wearing this cool combo.