The Emerson dress convinced us to shop at Abercrombie & Fitch for the first time in years

When I asked the team at GH their thoughts on Abercrombie & Fitch today, two schools of thought immediately emerged. The first: "isn't it for teenagers?" The second "I was shopping there at the weekend, I didn't know it had gotten so good!"

The first response was answered by the second, and both comments sum up what has happened at Abercrombie & Fitch in the last few years.

In short, the almost 153 year old business once described as "America's most hated retailer" and famed for its micro shorts, cropped T-shirts and queues of teenagers, is now in the middle a turnaround and profit increase described by those in-the-know as "nothing short of astounding."

A lot of it is to do with this viral dress, the Emerson, which today was fully restocked on the site in its maxi length, and being offered at 25% off, giving me the perfect excuse to share it with you.

What is it about the Emerson? Is it the flattering square neckline, and ruched bodice that creates the impression of an hourglass figure, whether you have one or not? Is it the multiple fabrications and colours which allow you to have one in white cotton, or white with sage green polka dots (a team favourite), a pretty sage green, a black or in a pretty Delph pattern and many more besides? Is it the deep pockets, and easy throw-on vibe, or the fact it comes in midi, maxi and short lengths, as an off-the-shoulder option ideal for evening events.?

Whatever it is, the Emerson is a winning dress, one that can be worn by three generations of the same family, women of varying heights and sizes - it comes in six sizes from XXS to XXL and petite, regular and long lengths - and it works on them all. How does a dress do that?

Clever design and diverse sizing. And it's that, above everything, that matters most when it comes to finding great clothes.