A FASHION designer was left sobbing in her car after seeing one of her pieces sported by a coveted This Morning presenter.
Emily Rajch runs fashion house ELR Style and sent a number of samples to Josie Gibson’s stylist in hope of a television feature.
The next morning, she turned on the TV to see Josie front-and-centre in one of the brand’s new ‘Bella’ dresses.
After the television debut, a new drop of the knitted midi dresses sold out in just two hours.
Josie’s stylist at ITV studios is Rachael Hughes, who Emily was put in touch with thanks to Vicky Pattison.
“I emailed Rachael photos of the new dresses in the hope that she might like something for the next few weeks,” she explained on TikTok.
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Emily sent the samples down from Leeds to ITV’s London studios on Wednesday in hope Josie would adorn the brand on the following morning’s show.
Rachael wasted no time getting ELR Style airtime, something which reduced Emily to tears as she said the “level of exposure is incredible”.
“The first thing I thought about at night, and the first thing I thought about when I opened my eyes, was ‘will Josie wear the dress?” Emily told the brand’s 43,000 TikTok followers.
The small business owner burst into tears when she saw the Bristolian presenter rocking the viral frock.
“January and February have been so hard for the brand,” she added.
“So many small businesses are really struggling right now.
“It’s a hard time for people, it’s a hard time for businesses.
“Just having this level of exposure is incredible.”
The Luxe Ribbed Knit ‘Bella’ Midi Dress from ELR Style comes in seven hues of khaki, yellow, green, red, blue, black and ‘rosy brown’.
They cost £64.99 and are available from size Small to 3XL.
“Made from our premium luxe-knit fabric, known for its double-layered construction that guarantees a soft stretchy touch but sculpting feel,” a blurb on the dresses reads.
“It's the ideal choice for those who want to build a capsule wardrobe that seamlessly transitions between everyday casual, sophisticated workwear and night-out outfits.
“Maintaining shape and comfort all day, even for those with a larger bust, the super-stretchy, non-itch fabric creates a bloat-friendly staple dress that you won’t ever want to take off.
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“Also featuring an on-seam shoulder line that guarantees a non-drop sleeve look to make sure you feel good.”
Josie wore the dress in green for This Morning’s Thursday show, and even shared a picture of her posing in it on Instagram.
