Wardrobes are set to get a seriously stylish injection of heat this autumn as fashionistas rush to snap up this form-fitting designer frock.

Demand for the dress has reached fever pitch since ITV presenter Holly Willoughby (28) donned the coveted white version of the figure-hugging Diane Von Furstenberg number for her first day of her new job at the helm of chat show This Morning.

But fans in Ireland will have to settle for this purple version as neither the basic black or extremely desirable white styles of the Marciela dress will be available here.

But they might have better luck with Victoria Beckham's collection -- Jennifer Lopez was seen modelling a similarly beautiful dress from her new collection during her visit to the US House of Representatives.

Trendiest

And the good news is that this dress could indeed go on sale in Dublin.

Labelled as the trendiest colour of the season, the purple version of the elegant Diane von Furstenburg dress is hardly a disappointment.

With a price tag of €440, it doesn't come cheap, but online fashionistas are praising it as "a classic, worth every penny".

Described as "perfect for day or evening wear", this trendy little purple version, officially known as 'deep poppy', is already proving to be a hit among glamazons wanting to ditch their traditional LBD. The structured short sleeve dress, which will keep wearers stylishly snug as it's made from a dense stretch-wool blend, features a distinctive artfully pleated neckline.

The purple version of the dress is already on sale in Brown Thomas in Dublin, however a spokesperson confirmed it will not be stocking the white and black versions.

The curve-hugging dresses are set to become bestsellers after being spotted on two high profile British celebrities within 24 hours of one another.

The demure ensemble proved to be the perfect choice for new mum Holly, who has in the past been criticised for displaying her cleavage on screen.

Her colleague Emma Crosby, who presents GMTV, then wore it less than a day later on her early morning programme, narrowly avoiding the same fashion faux pas committed by singers Pink and Shakira for wearing the exactly the same Balmain dress at the MTV music awards earlier this week.

Clunky

Both presenters, who are household names here and in the UK, are clearly keen to establish reputations as fashionistas after choosing the same off-white chic sheath from the designer's new autumn/winter collection.

The only difference was that Emma chose a clunky black-and-gold wide belt to go with it.

Top stylists have hailed the dress as a good investment piece that will stand the test of time.

A red carpet favourite among Hollywood's top celebrities, Von Furstenberg is a New York based fashion designer best known for her hallmark wrap dress.

aanderson@herald.ie

- Aoife Anderson