Don't miss a beat, like us on Facebook
Trending stories, celebrity news and all the best of TODAY.

This $30 'nightgown' dress is becoming an unexpected viral sensation

The 'insanely comfortable' dress has been all over Instagram lately.
Amazon 'nightgown' dress
The "Amazon Nightgown Dress" that's taking over social media is surprisingly affordable.Amazon
/ Source: TODAY
By Daniel Boan

Our editors have independently selected the items featured in this article because we think they’re worth knowing about. Shop TODAY has affiliate relationships so we may get a small share of the revenue if you buy something through our links.

From T-shirt dresses to trendy handbags, Amazon is quickly becoming a major source of fashion inspiration. A select few of these surprisingly affordable finds become so popular that they end up going viral, and the latest to join the list is a nightgown-style dress that costs less than $30.

If the R.Vivimos dress and its variety of patterns look familiar, it's probably because you've seen them all over Instagram lately. The dress is going so viral that It's currently one of the top 10 bestselling clothing items on Amazon.

Due to its popularity, the availability of patterns and sizes seems to fluctuate, so keep an eye on the Amazon listing if your preferred option isn't available at the moment.

R.Vivimos Women's Long Sleeve Floral Print Midi Dress

Slide 1 of 4

Editor's Note: Since this article went live, this dress is selling fast! There are only a few sizes left. For similar looks, check out the entire R.Vivimos line on Amazon. We love this $28 bohemian maxi dress and this 'Amazon Choice' v-neck dress in blue.

Style-savvy blogger Grace Atwood helped launch the gown's popularity after starting a hashtag for it on Instagram (#AmazonNightGown). Atwood clarified on her blog The Stripe that the dress is not actually a nightgown, she just lovingly refers to it as one thanks to its flowing, loose fit.

Atwood told TODAY that the viral response to the dress totally took her by surprise.

"It's so funny what takes off, " she said. "I have been blogging for nearly 10 years and have never had my audience have such a reaction to something!"

Atwood suspected the overwhelming response is because the dress is "affordable and easy," which in turn has led to its growing social media presence.

"I initially bought my dress in March and shared it a couple times," she told us. "But it really started to take off when I started regramming my audience wearing the nightgown and made a hashtag for it. Seeing it on a lot of people (as opposed to just myself or other influencers) helped it to get really popular."

Atwood wrote that she originally came across the dress thanks to fellow fashionista Hitha Palepu, who also recently shared an Instagram photo showing off the affordable Amazon find.

Palepu told TODAY that the popularity of the dress also came as a bit of a shock to her.

"I loved it because it was the perfect ‘new mom’ piece — insanely comfortable, really breathable, and made me feel more pulled together than my pajamas," Palepu told TODAY. "I had no idea that it would become such a viral item!"

When it comes to taking a chance on an Amazon dress, Palepu recommended taking advantage of the free return policy by ordering two sizes and keeping the one that fits you best. She also suggested reading through the customer reviews to glean helpful information.

"Read the reviews because people are brutally honest on what they think about each piece and size, and the user-submitted pictures are really helpful," she said.

The dress was even a hit with TV producer Courtney Hazlett, though she told us she didn't find it to be quite as "nightgown-y" as everyone else.

"In reality it has some fit to it which is why it's so flattering on so many body types," Hazlett said. "On the days I wear it I get more compliments on that dress than I did on my actual wedding dress."

The dress comes in a variety of patterns and sizes.Courtney Hazlett

Amazon customers have given the dress a 4-star rating, with over 100 people giving it a perfect 5-star review so far.

"The style, fabric, fit, construction and design of this dress is everything I wanted!" one reviewer wrote while another added, "The pattern was cuter in person and it's just adorable!"

It's easy to see why the dress is catching on — the patterns are eye-catching, with a touch of vintage flair, while the fit seems comfortable enough for any occasion. It's also flowy enough to not feel stifling in the summer heat — Atwood wrote that it's "surprisingly cooling" — yet long enough to transition smoothly into the chillier months.

You can even add a pair of Amazon's popular $17 flats to create a new go-to affordable outfit!

For more stories like this, check out:

To discover more deals, shopping tips and budget-friendly product recommendations, download the new TODAY app and subscribe to our Stuff We Love newsletter!

Shop TODAY takes care to recommend our favorite items chosen by trusted experts and editors, as well as inform our readers of great deals, customer favorites, and newsworthy products from around the web. For more on our process, click here.