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Instagram content While Matoshi says that sales of her strawberry dress have spiked over 1,000% in the weeks since late July, one unusual element of the dresss popularity is the way it has accrued a fandom of young people who have found creative ways to enjoy it without necessarily ever purchasing or wearing it themselves, something she's incredibly humbled by

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The clean profile and understated design make it adaptable across casual, polished, and slightly elevated looks without ever feeling forced