Everyone is so obsessed with this $30 “nightgown dress,” it’s going viral on Instagram

Arielle Tschinkel

Few things are better than finding a dress that’s not only super cute but totally comfy and affordable, too. It’s almost like a fashion unicorn—and when it can be found for just 30 bucks on Amazon of all places? That’s simply the icing on the stylish cake.

Style bloggers and fashion lovers alike are capital-O obsessed with this “nightgown dress” on Amazon. But if the word “nightgown” has you conjuring up images of something your grandma wears to sleep, think again, because this dress is definitely not like Grandma’s nightie.

In fact, this dress is a bona fide bohemian dream, and you’re going to want one in every color.

Lifestyle blogger Grace Atwood told Glamour that she first saw the nightgown dress—also dubbed the “Amazon mumu”—featured on fellow lifestyle blogger Hitha Palepu’s newsletter a few months back.

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The long-sleeve midi dress, from Amazon seller R.Vivimos, comes in 18 vibrant and gorgeous prints, and Atwood quickly realized what a find it was when people started asking her about it on the street and on her Instagram page.

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I call this look “@pataltschul on an @amazon budget”, and I’ll be living in it all summer long. And fall. And probably winter, too. #hithaIRL #amazonnightgown

A post shared by Hitha Palepu (@hithapalepu) on Jul 9, 2019 at 5:15am PDT

After weeks of people messaging her about the dress, it now has its own hashtag (#AmazonNightgown, for the record) and people everywhere are rocking their nightgown dresses on vacation as a beach cover-up, to baby and bridal showers, and while lounging at home, making it the versatile dress your closet has desperately been missing.

Check out some of the ways that style mavens have been sporting this stunning dress lately.

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relationship status: Exclusively dating my Amazon nightgown for the summer but sometimes late night drunk texting lobster rolls. 💕 (series of artistically terrible portraits by my mom @deniseatwood) #amazonnightgown #founditonamazon

A post shared by Grace Atwood (The Stripe) (@graceatwood) on Aug 6, 2019 at 4:13pm PDT

It’s totally on point for the perfect Instagram pose, whether you’re posing solo or with loved ones.

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The influencer was influenced! I saw @graceatwood raving about the #amazonnightgown (which is actually a boho dress but sort of resembles a nightgown) and I got one for myself. I wanted to know if it would work for larger figures (I’m a size 14) and larger busts (my girls are big!). Very detailed review on the blog! Thanks Grace for being such an honest and hardworking influencer that you influence your skeptical peers!

A post shared by Alison Gary | Wardrobe Oxygen (@wardrobe_oxygen) on Aug 19, 2019 at 6:09pm PDT

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* F R I D A Y * This was the best we could get today (my oldest was throwing a fit in the corner) but these little people are my whole world. Happy Friday friends! \\ I shared this @amazon find earlier in the summer, since then this #amazonnightgown has been a huge Instagram hit. It’s so comfy, comes in a lot of colors and was perfect for an afternoon at the winery. It runs tts but if you have larger chest you may want to size up. Shop my look when you follow me on the @liketoknow.it app http://liketk.it/2Ed5W #liketkit #LTKunder50 #LTKstyletip #friyay #thecalamegirls

A post shared by Alexandra (@alexcalame) on Aug 16, 2019 at 4:10pm PDT

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My favorite accessory 💗 we are finally at a place that we can enjoy being out with August. She still doesn’t like to be put down, so stroller/car rides are a challenge..😬 Sidenote: my obsession with the #amazonnightgown has gotten a little out of hand and I can’t stop racking up. If you know, you know💁🏼‍♀️

A post shared by ASHLEY E. ROBERTSON (@ashleyerobertson) on Aug 22, 2019 at 6:15pm PDT

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Discussing the power of influence today on FabAve and highlighting the perfect example, @graceatwood’s #amazonnightgown pandemonium! Click on the link in bio to read that post + get deets on this #ootd! http://liketk.it/2EgHJ #fabavestyle #LTKunder50 #LTKsalealert #LTKsummer #liketkit #linkinbio #ontheblog

A post shared by Joanne M (@joannealma) on Aug 19, 2019 at 10:26am PDT

And it screams vacation vibes no matter where in the world you are, from Nantucket to Newport…or even if you’re just enjoying a staycation at home with a good book and a cozy spot to relax.

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Best $28 I’ve ever spent. You’ve probably heard about the #amazondress. I was skeptical at first but ordered this one a few weeks ago and I’m pretty impressed with the quality. Reviewers say that it runs a little tight in the chest so order a size up! It comes in a ton of different colors and prints and I’ve been living in it lately! http://liketk.it/2El95 #liketkit @liketoknow.it #LTKunder50 #LTKswim #nantucket #nantucketphotos #LTKstyletip #amazonnightgown #amazonfashion #summerdress pic @juliadags

A post shared by Chrissy (@inmyclosetblog) on Aug 22, 2019 at 5:00am PDT

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Back to Brooklyn ❤️ #amazonnightgown #founditonamazon

A post shared by Grace Atwood (The Stripe) (@graceatwood) on Aug 10, 2019 at 9:35am PDT

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The #amazonnightgown goes to Maine! Thanks to @graceatwood for the fabulous recommendation! #kennebunkport #freeportmaine #ogunquitmaine

A post shared by Marisa Benoit Olchowski (@benwaah_) on Aug 16, 2019 at 7:32am PDT

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Never not wearing an Amazon mumu 🤣 HOW DID WE LIVE BEFORE THEM?!? Have you jumped on the bandwagon yet? (I credit @graceatwood and @hithapalepu for influencing me.) There’s a whole blog post dedicated to it if you search “Amazon mumu” and both colors I own are also linked in my Amazon shop (as are these earrings—link in profile!) At $30 a pop I may order all colors so I only have to pack mumus for Spain 🤔 Would you put it past me? 😂

A post shared by Jess Keys (@jesskeys_) on Aug 11, 2019 at 7:02pm PDT

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The #amazonnightgown dress, @graceatwood made me do it 😘 Shop this super comfy under $30 dress at the link in my bio 👌🏻 http://liketk.it/2EhK3 #liketkit @liketoknow.it #LTKunder50

A post shared by Nikki Prendergast (@mystylediaries) on Aug 19, 2019 at 8:47pm PDT

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Staycation look sorted 👌🏽 two weeks away from the office and barely a thing planned aside from wearing this new caftan nonstop💘 thank u @annalynnegger for the reco #staycation #portlandoregon #pajamasallday #caftanclub #momstyle #amazonnightgown

A post shared by 〰️MAKINGlaMADRE〰️by lydialauer (@makinglamadre) on Aug 17, 2019 at 11:38am PDT

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I think I could count about 10 women I personally know that now have this dress .. what do you say we declare September 1st “AMAZON MUMU DAY” and all be matching?! Leave this emoji below if you’re in 🙋🏻‍♀️ • • And if you want to join in but don’t have the dress yet, it’s linked below, on my @liketoknow.it app page, and by following the “shop my instagram” link in my insta profile! • • http://liketk.it/2EjCL #liketkit #LTKunder50 #dress #amazonfashion #amazonmumu #fallstyle #how2wearit #styleblog #ootd

A post shared by How 2 Wear It (@_how2wearit_) on Aug 21, 2019 at 5:54am PDT

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This is my summer vacation. A pile of books. The dress (#amazonnightgown) I have literally been living in all summer. The outdoor furniture that I obsessed over until it finally arrived. Did I mention the pile of books? Thanks to these books, I’ve journeyed to Valerie Jarrett’s upbringing in Iran, to a murder investigation in Long Island, and to a charming shop that I desperately wish was real. I’ve visited the 30s, the 60s, and present day worlds that are wholly new to me. And I’ve done it from the comfort of my own patio. There’s been a ton of change this summer - a new baby, a rambunctious 4 year old that needs more of my time and attention, an equally demanding business. It’s also marked my saying goodbye to old dreams, welcoming new ones with open arms, and so. much. change. In short - it’s been pure chaos. I needed a vacation. And I took one, every day. Vacations don’t need to be a far flung adventure or exploring a new city. It doesn’t need to be a weekend on the beach (though that would be nice), or by any body of water. I took a vacation every day - with a good book. And my patio (which was the best design investment we made this year). Next summer will involve some large body of water, however. And a margarita. And definitely a pile of books. But if you’re like me and homebound for the rest of the summer, there’s only one thing to do: #getoutsideandread. And if you need some new books - or 50 of them - head over to www.prh.com/sweeps NO PURCHASE NECESSARY. US Residents, 18+. Ends 9/30/19. See Official Rules at bit.ly/2NJxk0c. 📸: @mollysmithphoto #ad #readwithhitha

A post shared by Hitha Palepu (@hithapalepu) on Aug 22, 2019 at 6:39am PDT

If you want to snag your own, check out all 18 prints here. Note that while reviewers praise it for how comfortable it is, many point out that the dress runs a bit small. Atwood recommends ordering two sizes just to be sure.

Amazon
Amazon

Get ready to brighten up your Instagram, because this dress is begging to be snapped for your social feeds.